
Class JiE_k 

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COPYRIGHT DEPOSm 



Bank Advertising Plans 



A Book of Practical Suggestions 



T. D. MacGREGOR 

Author of Pushing- Your Business," 

2000 Points for Financial Advertising 

and Talks on Thrift" 



BANKERS 
PUBLISHING 
COMPANY 




1913 

THE BANKERS PUBLISHING CO 

253 Broadway, New York 



\ 

^\9 0> 






V 



NN 






^7 



Copyright 1913 
The Bankers Publishing Company 



©CI.A3587U 



INTRODUCTION 

WHILE it is generally conceded that the newspaper is the best 
advertising medium for banks and trust companies, there are 
quite a number of institutions which, for one reason or another, do not 
use the advertising columns of the newspapers regularly. In some cases, 
there is no suitable publication in the territory served by the bank. In 
others, the advertising rates seem to be prohibitive as the advertiser is 
forced to pay for a lot of circulation of no benefit to the institution be- 
cause many of the readers are not located where they can conveniently 
deposit at that particular bank. 

And then there are banks that do advertise in newspapers, but feel 
the need also of other forms of publicity to supplement the valuable ad- 
vertising in the daily and weekly press. 

So it comes about that there is quite a field for bank advertising 
ideas, plans and schemes entirely separate from newspaper publicity, 
or only partly dependent upon it. The purpose of this book is to pre- 
sent some of the best of such plans and ideas as they have been and are 
being used by various kinds of financial institutions in different sections 
of the country, This book is by no means a summary of any one man's 
ideas or experience. It is really a composite of the plans and success- 
ful efforts of a great many keen bankers and bank advertising men. 

The author feels that perhaps he has had an unusual opportunity to 
become familiar with these special advertising methods on account of his 
long connection with "The Bankers Magazine" as Editor of its Bank- 
ing Publicity Department, and in view of the fact that for many years 
he has conducted a bank advertising preparation bureau, which has 
brought him into contact with hundreds of bank advertisers in the United 
States and Canada. He also feels that acknowledgment is due the many 
bankers who have helped him in this work. 

Quite a few of the plans outlined in this book have been described 
in "The Bankers Magazine" from time to time in the past half-dozen 
years, but this is the first time that any attempt has been made to collect 
and collate these ideas in book form. The chapter on bank emblems or 
trade-marks has been included because, in the last analysis, such iden- 
tifying symbols are really meant to serve as a form of advertisement for 
the institution using them, and, undoubtedly it will pay any bank to adopt 
an emblem with that object in view. The large collection of business- 
soliciting letters also naturally finds a place in such a book as this. They 



are good models for any banker desiring to try this form of advertising. 
"Bank Advertising Plans" completes the trilogy the author has had 
in mind from the first. Plis "Pushing Your Business" contains funda- 
mental facts of advertising in general and banking publicity in particu- 
lar. It is a text-book of financial advertisings while "2^,000 Points for 
Financial Advertising" provides the bank advertising writer with ara- 

•V.* 

munition in the form of phrases and paragraphs for "copy."..* Now this 
third book of the series rounds out the advertising banker's "equipment 
by providing him with several hundred tried and successful plans for in- 
creasing a bank's deposits and business and a multitude of ideas which 
can be adapted to the requirements of his own institution. 

T. D. MacGregor. 
New York, October, 1913. 



CONTENTS 

I. — 165 Different Plans and Ideas for Bank Advertising. ... 1 

II. — News and Advertising 59 

III. — Community Boosting 69 

IV. — Appealing to Nationality 75 

V. — Street Car Campaigns 80 

VI. — Saving Clubs 83 

VII. — The Bank Building 88 

VIII. — Pay Envelope Advertising 92 

IX. — Christmas and New Year 95 

X. — Calendars 102 

XI. — The Bank Historical 107 

XII. — The Contest Idea 115 

XIII. — Parents and Children 127 

XIV. — Specialty Advertising 134 

XV. — 65 Bank Advertising Letters 141 

XVI. — 216 Bank Emblems or Trade-Marks 178 



CHAPTER I 

165 PLANS AND IDEAS FOR BANK 
ADVERTISING 

IN considering the adoption or adaptation of any of the advertising 
ideas briefly outlined in this chapter, the reader can rest assured 
that all of them have been tried and found valuable by banks. 
They are not theoretical or experimental, but entirely practicable and 
usable because they have been used. 

BANK "HOUSE ORGANS" 

The little bank paper or "house organ/' issued either by the bank 
itself or prepared and printed by a syndicate publishing house for the 
use of many banks, with adaptations for local use, is a popular and 
valuable form of bank advertising. 

As illustrating the general purpose of such publications, we reprint 
the salutation in the first number of the "Nebraska State Bank Journal," 
published by the Nebraska State Bank, Ord, Neb. : 

The Object or This Jourxal. 

The object of the publication of this Journal is primarily for the benefit of 
the Nebraska State Bank. In publishing it, however, it will be the aim of the 
management of the bank not only to acquaint the public with the advantages to 
be gained by doing business with this bank, but also to set forth the advantages 
offered by this portion of Nebraska for profitable investment. We hope the 
Journal may be of benefit to this locality as well as to the bank. There is no 
charge for the Journal. If you desire to receive it, kindly favor us with your 
address, or the address of any one to whom you would like to have it sent. We 
will take pleasure in placing the names on our mailing list. 

FLOATS IN PARADES 

The Bank of Helena, Helena, Ark., had a float in the industrial 
parade of the local Mardi Gras, consisting of a lifeboat manned by 
two lifesavers guarding a large representation of a home savings bank. 
On the side of the boat was painted: "Helena Saving Station, The 
Bank of Helena." Afterwards a photograph of the float was used as 
a postcard. 



An unusually attractive float was used in a parade by The Whittier 

1 



2 BANK ADVERTISING PLANS 

(Cal.) National Bank. It was an automobile and thousands of smilax 
and yellow chrysanthemums went into the trimmings. A big pass-book 
showing a good credit balance was the sole occupant of the tonneau of 
the machine. 

An officer of a trust company in a small Pennsylvania city wrote: 

We want to ask for some suggestions along the line of a float in a civic day 
parade to be held in this town during the latter part of August. 

We want to place a float in the parade to "help along'' and at the same 
time we want it to be of some advertising value to the company. We can spend 
about $50 on it. 

A float was suggested, showing the difference, now and later on, 
between the Spendthrift and the Saver, or a spectacular representation 
of the financial strength of the company by means of bags of "gold" 
and display figures of capital, surplus, etc. 

AN OWNERSHIP MAP 

The Union Trust and Savings Bank of Spokane, Wash., gave away 
an "Ownership Map" in 1913, sending out cards with this message: 

PRESENT THIS CARD 

at the Mortgage Window for your free copy of our 

1913 OWNERSHIP MAP 

which shows the names of the actual owners of record 

to each piece of downtown business property 

as of January 1, 1913 

The only map of its kind published 




N9 2600 



To the COMMERCIAL NATL BANK S |T 
^SHREVEPORT^ jAjjfljS, 



SHREVEPGR7VLA. 

19/ 

?)o fifths 



MR. HAAG, PROPRIETOR OF "THE MIGHTY HAAG SHOWS), IS OXE OF THE LARGEST 

STOCKHOLDERS AND A DIRECTOR OF THE COMMERCIAL XATIOXAL BANK OF 

SHREVEPORT, LA. 



165 PLANS AND IDEAS FOR BANK ADVERTISING 



•'To do just as the directors of the Commercial National Bank 
a.re doing. iha.i is, to attend to the business of the bank." 

Thus spoke Mr. Murray In reply to the above question which was asked the comptroller, who, with his chief ciamincr, O. L. TeJIIng, 
was In the west inspecting the work of bank examiners. These distinguished gentlemen, accompanied by S. M. Cooper, District 
Examiner, came to Madison and favored the Commercial National Bank with their presence for several hours, an honor seldom 
conferred on any banking Institution. 

In the presence of the directors, comptroller Murray also said, "The growth of the Commercial National Bank in its two and one- 
half years of existence has been remarkable. If all National Banks were conducted as this bank is — BY THE DIRECTOKS^-there 
would be no national bank failures. I wish to commend the directors in directing the affairs of the bank. This is NO ONE MAN 



What is the Duty of a Bank Director? 



LET LAWRENCE O. MURRAY. COMPTROLLER OF THE CURRENO 



ANSWER 



banks should be conduced.' 



he affairs of 
JANUARY 1, 



RESOURCES 



RESOURCES 



Commercial National bank is just I 



LIABILITIES 



Lorn. „nd U.Kounl. - - $409/48 70 

Security .nd Bond. ■ . 267324.64 

Furniture .od Future. . . . 5.736.66 
C.h .nd Du* from B.nk. . . 87.213.30 
J770.02330 

JANUARY 1 
RESOURCES 

Loans and Discounts - $458,644.84 
Securit es and Bonds - - 350,720.05 
Furniture and Fixtures - - 5,444.95 
Cash and Due from banks 100,032.28 



S.25532 



$914,842.12 



1910 

LIABILITIES 

Cpfl 

Suralu. .nd Undivided Profit. ■ 

Deprau ..... 362.76798 
(770.02330 

, 191 1 

LIABILITIES 

Capital - - - $200,000.00 

Surplus and Undivided Profits - 5,685.0 I 
Circulation - - - 198,300.00 

Teposits 510,857.11 

$914,842.12 



, COUINTY OR STATE FUNDS INCLUDED IN THE ABOVE i 

OFFICERS AND DIRECTORS 



COMMERCIAL NATIONAL BANK 



GOOD USE OF A STROXG TESTIMONIAL. 

TIME-TABLE ADVERTISING 

A bank located about twelve miles from a large Eastern city finds 
that advertising on a railroad time-table is both economical and effective. 
The bank compiled the time-table, placed its own advertisement on the 
front cover and solicited an ad. from one of the town's most prominent 
merchants for the back cover. The price the merchant paid to have his 
ad. inserted covered the cost of printing, and as there was a large de- 
mand for the time-table the bank got some most valuable advertising 
for almost nothing. 

ACCESSIBILITY OF OFFICERS 



Not a few banks have come to realize that there is business-getting 
value in making it easy for customers to see the officers when they have 
any business with them. Having the officers' quarters near the entrance 
saves time of the tellers in directing strangers, and saves considerable 
time for the officers also. Under this plan interviews are held over 
the marble fence with both interviewer and interviewed standing. An in- 
vitation to enter must rest entirely with the official, who can terminate 
or continue the interview at will. Customers who make daily trips to 
the bank are under constant eyes of the officers, who are enabled to give 
their entrance and exit a personal touch through a word of greeting 



4 BANK ADVERTISING PLANS 

that is not from behind a glass door or through the cold exclusiveness 
of brass railing. In rush hours, also, a busy teller must necessarily keep 
his mind, concentrated to make accurate settlement, and he has little 
time for exchange of social pleasantries. 

Notable examples along this line are seen at the First National Bank 
of Brooklyn and the New Netherland Bank of New York. 

SAMPLE CHECKS 

Some banks have made use of specimen checks and drafts with ex- 
planations and hints printed on the back of them. 

LOBBY SIGNS 

A San Francisco bank uses placards in frames at the tellers' win- 
dows, changing copy weekly. A sample of the copy follows: 

TRUST COMPANY SERVICE. 

This is the title of a Booklet explaining in detail what the Savings Union 
Bank and Trust Company can do for you and your property. 

In it we have collected the questions which are daily asked by our patrons 
as to the services a trust company is prepared to render and have endeavored 
to answer them as clearly as possible. 

"Trust Company Service" contains much useful information about wills, 
estates and trusts and we think will prove interesting to all of our friends. 

THE TELLER WILL HAND YOU A COPY UPON REQUEST. 

OUTDOOR SIGN 

A bank's sign on the outside of its place of business ought to reflect 
the prosperity and substantial character of the institution itself. Better 
no sign than a poor sign, for a shabby sign will. advertise you in the 
wrong way. It might just as well be a bulletin of careless, unstable 
methods inside, for it gives that impression, and impressions attract or 
repel new depositors. 

A TIME BOOK 

In order to aid present and prospective depositors in saving money, 
the Union Savings Bank of Pittsburgh distributed free an edition of 
the "Workingman's Time Book." The book is of convenient pocket 
size and is useful for keeping a record of time, wages and expenses, 
besides containing much valuable information— first help to the injured, 
building tables, business law, postage rates, etc. Other banks give away 
farmers' record books. 



165 PLANS AND IDEAS FOR BANK ADVERTISING 5 
REPRODUCING NEWSPAPER ADS. 

A Pennsylvania bank reproduced in folder form seven newspaper 
advertisements of the institution, with this introduction: 

These are selected from advertisements appearing at present in the Lancas- 
ter "Morning News" and "New Era" and changed every other day. They are 
published as a reminder of the modern banking facilities offered you here. As 
one interested in good financial service, we feel you can follow them with profit. 
Kead them. 



Comptroller Murray Praises 

the national banks ol the country in a recent report, as 
follows: 

"I can say that for honesty of purpose, fw 
painstaking devotion to the heavy duties and 
responsibilities placed upon them, for keen 
business ability and devotion to the interests 
of the nearly six million depositors, tor the wise 
handling of the assets of the banks, in round 
numbers nearly ten billions of dollars, the offi- 
cers and directors of these seven thousand 
national banks as a whole have no superiors 
n any corporation in the world." 

This is strong commendation for 

The 7,000 National Banks 

from the Comptroller of the Currency— a man who has 
the best possible means of knowing their condition and 
the genenal efficiency of their management. We modest- 
ly take our share of this praise because we know that 
in every respect we are complying with the government 
regulations and that we go beyond the legal requirements 
to make this institution a safe and reliable one for all 
our depositors and customers. 

The First National Bank 

Miami, Florida 



W H. SPITZER. President 

E. A. WADDELL. Vice-President 

EDWARD C ROMrH. Cashier 

HARRY McCOWN. Assistant Cashier. 



QUOTTXG AUTHORITY. 



A COOK BOOK 



A rather unusual, but none the less valuable, piece of advertising 
literature is issued by the Barnett National Bank, Jacksonville, Fla. It 
is a cook book entitled: "What to Cook and How to Cook It." While 
the good housewife pages over the book to find seasonable recipes, she 
finds between the paragraph on "Poor Man's Layer Cake" and "Eggless 
Cake" the admonition: "In seasons of prosperity prepare for seasons 
of want." The cover is almost wholly given up to advertising matter 
of the bank, and there are several full pages of advertising interspersed. 
The last word in practical psychology is the "Price, 25 Cents" on the 
cover, which will make the recipient prize the book even if she does get 
it for nothing. 



6 BANK ADVERTISING PLANS 

INTRODUCTION CARD 

The National Bank of Smithtown Branch, L. I., N. Y., gives out an 
introduction card worded like this: 

DEAR SIRS: 

THIS WILL INTRODUCE TO YOU 
M 

WHOSE SIGNATURE APPEARS BELOW, WHO DESIRES TO OPEN 
A CHECKING ACCOUNT. 
AN INTEREST ACCOUNT. 

YOURS VERY TRULY 



Signature of party introduced 

Date 

Address 

TACTFUL EMPLOYES 

When in a bank's advertising special emphasis is being placed upon 
any one facility, those persons on the force who have the care of the 
department or line of business should be carefully informed with re- 
gard to all the details. The fact is that business can be procured at 
the windows by polite, careful attention and prospective patrons may 
be turned away as a result of thoughtlessness or lack of tact. 

NEWSPAPER FREE TO NEWCOMERS 

The Citizens National Bank of Storm Lake, Iowa, has an arrange- 
ment with a local newspaper whereby a copy of the paper is sent to 
new people coming to the community, with the compliments of the bank, 
for a period of three months, or until such time as they are perma- 
nently settled. The bank found that this produces very satisfactory 
results, although it requires considerable attention to keep an up-to-date 
list of newcomers. 

FREE SAFE DEPOSIT SERVICE 

The National Shawmut Bank, of Boston, accepts from depositors 
carrying balances of $500 and over, securities and valuable papers for 
safekeeping. For this service no charge is made except under extraor- 
dinary conditions, or when large estates are involved. Receipts are 
given for securities so deposited, coupons and dividends on the same 
collected, credited to the owners' accounts, and notifications sent to them. 
In this way the security of a national bank is combined with the con- 
venience of having the collection of investment income made without 
the expense of a safe deposit box. The securities deposited are access- 



165 PLANS AND IDEAS FOR BANK ADVERTISING 7 

iblc to owners at all times. The confidential records of the department 
ore in charge of men under bond, and each customer is insured absolute 
privacy concerning his affairs. 



PERFORATED BOOKLET COVER 

"Our Bond Department, What It Is, the Service It Renders," is 
a booklet issued by the Wachovia Bank and Trust Company of Win- 
ston-Salem, N. C. The back cover is perforated and forms an ad- 
dressed post card carrying on the message side this matter: 

Date . 191. . 

Wachovia Bank and Trust Company, 
Winston-Salem, N. C. 

Gentlemen: Kindly give me information relative to the subject opposite 
which I have placed check mark. 

Cheeking Account ( 

Certificates of Deposit ( 

Savings Account ( 

Banking by Mail ( 

Trust Department ( 

Name : 

R. F. D. or St. No 

Post-office 

State 

Write Us Relative to Any Banking Matters. 



Manhattan Trust Company 

NEW YORK CITY 



Exhibit showing average monthly reserve for the period of fifteen years ending January 1st, 1908. 




1893 


1894 


1895 


1896 


1897 


1898 


1899 


1900 


1901 


1902 


1903 


1904 


1905 


1906 


1907 


Yearly Avera je 


January 


20.7 


39.2 


54.9 


37. 


36.1 


27. 


32.1 


32.3 


28. 


26.6 


31.8 


27.6 


37.7 


29.6 


25.1 


1893J 


26.2 


February 


23. 


40. 


45.0 36.7 


36.3 


33.6 


50.3 


34.6 


32. 


29.7 


23.5 


31.4 


31.3 


25.. 


23. 


1894 


50.1 


March 
"April "~ 


17.8 
~207f 


38.1 
42.T 


39.5 


36.9 


33.5 


34.5 


47.8 


25.6 


27.8 


27.2 


24.1 


28.5 


23.2 


23.4 


26.4 


1895 


46. 


35.3 


38.3 


&5.5 


33.2 


38. 


27.6 


24.4 


30.5 


25.8 


35.2 


26. 


23.6 


30. 


1896 


33.7 


Hay 


20. 1 


47.8 


46.3 


42.7 


37.2 


31.6 


35. 


27.6 


28.7 


27.7 


25.1 


48.6 


29. 


22.1 


28.2 


1897 


30~.8 


June 


27.2 


55.8 


52.2 


35. 


35.8 


38.9 


37.8 


29.5 


27.5 


28.5 


28.1 


45.6 


26.3 


22.7 


24.6 


1898 


36. 


July 


24.3 


52. 


51.4 


38.4 


31.5 


43.3 


31.2 


29. 


28.7 


28. 


32. 


39. 


30. 


23.5 


23.2 


1899 


33.9 


August 


22.8 


55.5 


60. 


31.4 


28.7 35.2 


30. 


26.3 


28.8 


26.2 


32.8 


38.1 


36.2 


21.4 


23.8 


1900 


28.2 


September 


25. 


56.6 


62. 


22.7 


24.2 1 34.6 


27. 


25.1 


27.8 


29. 


29. 


36.2 


23.3 


23.8 


23.7 


1901 


27.9 


October 
November 


34.5 


56. 


36.3 


27. 


22.5 | 37.8 


25. 


26. 


27.1 


29.1 


30.5 


38.8 


_23.3 


24.3 


27.6 


1902 


28. 
~7>7.4 


32.0 


59.7 


35.6 


27.8 


23. 


37.5 


23.2 


28. 


28. 


28.2 


23.9 


28.5 


23.2 


22.8 


25.2 


1903 


December 


40.8 i 58.5 


34. (30.6 


26. 


45.8 


30. 


27.4 


26.2 


26.4 


22.1 


27.9 


23.4 | 23.6 


20.9 


1904 


35.4 


Average 


26.2 SO.l 


46. | 33.7 


30.8 


36. 


339 


28.2 


27.9 


28. 


27.4 35.4 


26.1 23.8 


25.1 


1905 


26.1 






1906 


23.8 


1907 


25.1 










. J 


Ueragf 


resen 


e for f 


■Iteea j 


ears, 2 


1.9 












31.9 



SHOWIXG AVERAGE MOXTHLY RESERVE. 



8 BANK ADVERTISING PLANS 

ENVELOPE ENCLOSURES 

The Fourth National Bank of Fayetteville, N. C, uses some very 
neat envelope enclosures in the form of slips containing savings argu- 
ments. The one which has brought the most business reads: 

The richest per capita nation is France. She isn't the greatest producing 
nation, but her wealth is entirely due to SAVING. 

Just suppose at the age of 23 you begin and deposit $3 per week in our Sav- 
ings Department, at 33 you will have $1,904.44; at 43 you will have $4,759.30; at 
53 you will have $8,976.48; at 63 you will have $15,123.52, and be INDE- 
PENDENT. 

NOW IS THE TIME TO START. 



LINCOLN'S BIRTHDAY 

The Lincoln Trust Company, Boston, just before Lincoln's birthday 
sent out a folder with an embossed head of the martyr President, and 
containing his Gettysburg address in full. It also ran this advertisement 
in the newspapers : 



A Bank for the People 






hNCOLNTRUST(q 



12 HIGH ST. Junction of 



A LINCOLN S BIRTHDAY ADVERTISEMENT. 



JEWISH PRAYER BOOK 

The State Bank of New York City gives out to its depositors, the 
majority of whom are Jewish people, a book of prayers for the Jewish 
holidays, such as the Passover. These little prayer books are bound 
in plain, though attractive, style and enclosed in neat boxes printed on 
the outside with the name of the bank. It was found that this was a 
good will producer. 



165 PLANS AND IDEAS FOR BANK ADVERTISING 9 

HELPING SETTLERS 

A Canadian bank advertises as follows : 

If you intend to take up Canada farm land you will find the services of our 
bank useful and profitable. Our various branches through the wheat country 
afford special facilities to newcomers and frequently save them annoyance and 
expense. Our local managers are always glad to meet settlers from the States 
and to render them any service within their power. Write to us to-day for in- 
formation regarding the Province you are interested in. We will be pleased to 
advise you, and will also send a very complete booklet concerning the Province. 







AN OUTDOOR ADVERTISEMENT 



SELF-ADDRESSED ENVELOPES 

The Bank of Oregon City, Ore., gives out self-addressed envelopes 
with this matter printed on them: 

The way to have a bank account is to start one. You will find it easy enough 
to keep it growing after you once begin. Place a dollar bill in this envelope, seal 
it, write your name and address on the back, put a stamp on the front and drop 
it into the nearest mail box. We will place the dollar to your credit, open an 
acccount for you, and send you a passbook. Consult our officers freely about 
safe and profitable investment for your money as it accumulates. 

BANK DRAFT LEAFLET 

The First National Bank of St. Cloud, Minn., prints a leaflet showing 
by actual figures how much cheaper it is to forward money, both in 
the United States and to foreign countries, through the bank than 
through the post office or express companies. 

SUNDAY SCHOOL PRIZES 

Bank books, each showing an initial deposit of one dollar, were given 
as prizes in a contest in the Sunday school of the Epworth M. E. 



10 



BANK ADVERTISING PLANS 



Church of Elizabeth, N. J. 
Trust Company. 



The accounts were in the Union County 



STATEMENT FOLDERS 

A good advertising man can save a big bank the equivalent of his 
salary in such ways as this, described by the Publicity Department of 
the Union Trust & Savings Bank of Spokane, Wash.: 

Our solution of the problem of quickly issuing attractive statements at each 
call of the Comptroller is illustrated by our latest statement, together with the 
ones prepared for use during the ensuing year. 

We prepared copy of a general nature, outlining our functions, etc., which we 
had set up to make an eight-page booklet, one page, however, being left entirely 
blank, with the exception of a uniform border, in order to permit printing the 
statement at a later time. We next had these run on five different tints of 
paper, being careful to select stock which would harmonize with the one color 
scheme adopted. 

The result is that for the price of one large run we were able to get out five 
different statement folders, thus cutting out the expense of five separate runs and 
color schemes. Now, whenever the Comptroller's call is received, we have the 
printer set up our statement, print it in on the blank page, and trim and bind the 
booklets, thus having a new booklet each time, at little greater cost and in just 
as short a space of time as is possible when having but a single page printed. 



Extracts fr 



"Where Shall I Deposit My Savings?' 

By Rpger W. Bobson * 



appearing in 

The Saturday Evening Post 

March 18. 1 911 



The First National Bank of Beaumont 



IDSON. Prcdm 



^DIRECTORS' 



Che Citizens national Bank 



Englewood, N. J., February 25, 191 



Dear Matiam: 








Women are appr 


tciating more 


and m 


re the advantage cf 


carrying checking ac 


counts, and we feel 


sure that you would 


find it a convenience 


hat once enjoyed you 


would not do without. 


What appeals mo 


St strongly to 


women 


is the-great convtfni- 


ence of being able to 


mail checks in 


paymen 


t of bills, thus saving 


time and trouble, besides giving an indisputable receipt for all 


expenditures. 








We endeavor in 


every way to 


make c 


ear the details of a 


bank account to thost 


who are not 


familiar 


with the methofls of 


banking and financial 


transactions. 






If there should b 


e anything th 


st you 


o not understand in 


connection with your 


business or f 


nancial 


affairs, we would be 


glad to have you cons 


ult us at any 


ime. 




We cordially inv 


te you to m. 


ke this 


bank your financial 


headquarters. 






1 


Every possible courtesy will be 


extended to make It pleasant 


(or you. 








Would be -leased 


to mail you one of ou 


registered key rings 


on request. 










Yours very 


truly 






THE C 


TIZENS 


NATIONAL BANK. 



MAGAZINE ARTICLE AS A TEXT. 



FORM LETTER I T SED AS NEWSPAPER AD. 



MEMBERSHIP IN BANKERS' ASSOCIATIONS 

The Bank of South San Francisco uses this as one of its assurances 
of security: 

We are members of the California and American Bankers' Associations. 



165 PLANS AND IDEAS FOR BANK ADVERTISING 11 

both associations successfully prosecute any attempt to defraud member banks 
through forgeries, theft, etc. 



The Lincoln Trust Company, Boston, Mass., makes a point of its 
clerks belonging to the American Institute of Banking. Following is 
the advertisement bringing out this fact: 

HOW WE PROMOTE EFFICIENT SERVICE. 

In order to keep up the efficiency of its staff of workers to the highest pitch, 
this bank pays for the active membership of each of its clerks in the American 
Institute of Banking, an organization for the specialized training of bank men. 

Moreover, each of our clerks regularly attends the meetings of the Institute 
and faithfully carries out the educational work required. 

This is only one feature of the constant efforts being made by this company 
to perfect its banking service. 

LINCOLN TRUST COMPANY. 

AEROPLANES 

The National Bank of Savannah, Ga v sent out tri-colored mailing 
slips containing this invitation: 

THE NATIONAL BANK OF SAVANNAH 

Welcomes You to 

THE GREAT AIRSHIP RACES. 

November 1 to 6. Savannah, Ga. 

You are Invited. I'll Be There. Will You? 



<Ct -f(Lfi 'wLaaa^i Q^j^ZLi vT?:.... J f L^ 




AN AVIATION POSTCARD. 



And, speaking of airships, this cut shows how a Long Island trust 
company made use of the popular interest in aviation to call attention 
to itself. 



12 



BANK ADVERTISING PLANS 



POST OFFICE DATA 

Banking by mail institutions can secure data from the Post Office 
Department concerning the exact methods taken to make it safe to 
trsnsmit money through the mails. This makes good stuff to use in 
advertisements and booklets. Write to the Third Assistant Postmaster- 
General for information along this line and you will get a free copy 
of a booklet descriptive of the U. S. Postal Service. Other data can 
be bought from the Public Printer at Washington, D. C. 



ADOPT THIS PLAN FOR 1910 

and Deposit Systematically Part of the 



r~"H i "*h I""-! 




DEPOSITED FOR 52 WEEKS IN A 
LIBERAL INTEREST ACCOUNT 
MEANS PROVISION FOR TIMES 
OF NEED 



Manufacturers National Bank 

TROY. N . Y. 



THE BUDGET SYSTEM. 



REPLY POSTCARD 

A good way to distribute a bank booklet where it will do the most 
good has been adopted by the Savings Union Bank and Trust Com- 
pany of San Francisco, which encloses to its mailing list a reply post- 
card with blanks for the names and addresses of persons who would 
like to receive a copy of "Trust Company Service/' which is a monthly 
publication of pocket size. 

COLLECTIONS ON LAND CONTRACTS 

The Guaranty Trust and Savings Bank of Jacksonville, Fla., makes 
a special feature of its service the collection of money due on land con- 
tracts. This service, the bank claims, is of benefit both to the buyer 
and seller, as it affords every facility for convenience, accuracy, time 
saving and other similar advantages. The bank being open at all 
times during business hours, payments can be made across the counter 
with the certainty that no time will be lost owing to the absence of the 
person to whom under other circumstances money would be paid and 
who might be away when the customer comes. 



1G5 PLANS AND IDEAS FOR BANK ADVERTISING 13 
AIDING THE RED CROSS 

At the time of the great floods in Ohio and Indiana, in March, 1913, 
the Montclair (N. J.) Trust Company advertised: 

We will be glad to receive, acknowledge and transmit through the Red Cross 
Society, contributions for the relief of the sufferers from the Western floods, 
which have assumed terrible proportions, calling, in the judgment of President 
Wilson, for general assistance. 

BIRCH BARK STATEMENT 

The Escanaba (Mich.) National Bank, in the lumber region, prints 
its statement on a piece of genuine birch bark. 

AN ATLAS OF THE WORLD 

The Batavian National Bank of La Crosse, Wis., sends out a very 
practical book in connection with a history of the institution. It is 
Hammond's Atlas 'of the World, with all the latest important popula- 
tion statistics. This letter accompanied the book: 

We are sending you a copy of "Fifty Years of Banking in La Crosse'' with 
our compliments. 

This is a brief record of the history of this institution, which we think may be 
of. interest to our friends. 

In connection with this record of the bank you will find an Atlas of the 
World and the 1910 Census, which we hope will be of use to you and a constant 
reminder that we are glad to be of service to you in any branch of the banking 
buisness. Yours truly, 

BATAVIAN NATIONAL BANK. 

A BANK DRUMMER 

The bank drummer is a collateral development of bank advertising. 
Concerning him a writer in the Saturday Evening Post said: 

The bank drummer, in all his phases, is a development of a relentless com- 
mercialism that is gradually leveling the barrier separating the professions from 
"trade." The banker of half a century ago would no sooner think of solicit- 
ing deposits than he would think of advertising, and yet both the solicitor and 
the advertisement now are generally recognized as essential factors in the suc- 
cess of the modern bank, at least if it be located in any of the centres of popu- 
lation. Like the physician and the lawyer, the banker of former days was con- 
tent to sit in his office and with patience and dignity await the pleasure of the 
outside world; but the few who have steadfastly clung to the traditions of that 
generation have beheld their institutions languish in the clutch of that most 
insidious of commercial diseases, "dry rot." 



14 



BANK ADVERTISING PLANS 



REWARD FOR SAVING 

The following advertisement appeared in a St. Louis newspaper re- 
cently : 

$100 REWARD. 

In order to encourage the Savings Habit among the people of our city, 1 
will give a reward of $100.00 in cash to the person who will show the LARGEST 
BALANCE to his credit in his savings book, based on Regular Savings Depos- 
its, made weekly or monthly, between July 1, 1911, and January 1, 1912. 

This otter is good only when Deposits are made at the Savings Department 
of the CENTRAL NATIONAL BANK, 305 North Seventh Street, between 
Olive and Locust Streets.— JACOB BERGER, 305 North Seventh Street. 




ADVERTISING STREET CLOCK OF THE AMERICAN TRUST CO., SOUTH BEND, IXD. 



AGAINST PROGRAM ADVERTISING 

It is generally conceded by advertising men that program adver- 
tising of any kind does not pay. In the first place., the cost is out of 
proportion to the circulation., and in the second place the advertising 
receives only a little attention. When people go to an entertainment,, 
or to a ball game; or to the theater, they are not in the mood to think 
about serious matters such as saving money. They may read your ad- 



165 PLANS AND IDEAS FOR BANK ADVERTISING 15 

vertisement, but it has little effect on them. The advertising manager 
of a large bank, speaking on this subject, says: 

"1 ran the same copy in various theatre programs that I used in the news- 
papers and at the same time. I found that, whereas we secured very satisfactory 
results from the newspaper campaign, we were not able to trace a single inquiry 
or account to the programs. The evidence of actual results has been conclusive 
to me. Of course, there is a certain amount of complimentary program ad- 
vertising that we all have to do which could be as well charged to charity. The 
idea is to keep this item down as much as possible. The majority of the organi- 
zations back of these programs not being any sense objects of charity, it 
seems unwise and unnecessary to patronize them. I have had scores of requests 
for advertising in special programs, club directories, souvenir books, etc., in a 
single day, and 1 have no doubt that this experience is duplicated by almost 
every large bank." 

AN 8-PAGE ADVERTISEMENT 

The Salem, Mass., Five Cents Savings Bank some time ago published 
an 8-page advertisement in the Salem "Evening News," giving a com- 
plete list of depositors' accounts by number, and also a statement of 
the bank's own investments. The number of accounts was 24,751 and 
the total deposits at that time $8,202,167.94. There is a vast amount 
of work connected w 7 ith such an advertisement, but it makes a corre- 
spondingly strong piece of publicity. 

AN INTENSIVE CAMPAIGN 

A special intensive advertising plan is described by the Mercantile 
Trust Company of St. Louis in this way: 

We have been using three local papers on a campaign for four of our 
departments, viz.: Safe Deposit, Trust, Savings and Corporation Departments. 

We have been running four ads. per day in each of these papers, and will 
continue to do so for a month. Each copy is changed every day. "We believe 
that this is the most extensive local campaign ever carried on by a St. Louis 
financial institution. 

At the same time that these ads. are appearing, we are sending out a large 
amount of letters, circulars and booklets to selected lists. 

A COMBINATION CIRCULAR 

The Bank of Coney Island, New York City, used a combination 
letterhead, statement folder and advertising circular. The cashier said 
of it: 

This is not our stationery, but a form of advertising we are using at present. 
We write some rather short, direct personal letters, signed individually, to the 
people in our neighborhood whom we would like to have as depositors, and fol- 
low these letters with pointed facts on our facilities. 



16 



BANK ADVERTISING PLANS 




APPEALING TO CLASSES. 



WEATHER ADVERTISING 

It is possible to make advertising capital of the weather. The Wash- 
ington Trust Company, of Westerly, R. I., during hot summer days 
published this ad.: 

WEATHER BULLETIN. 

Prepare for Rainy Days. 

Every home is liable to sudden gusts and hard downpours. 
Place your defence where it will not be carried away when the storm strikes. 
A deposit at four per cent, interest in our Savings Department will be your 
shelter in the Rainy Days. 

WASHINGTON TRUST COMPANY. 



165 PLANS AND IDEAS FOR BANK ADVERTISING 17 

A RAINFALL CHART 

The Security Trust & Savings Bank of Los Angeles, Cal., issued 
a "Rainfall Chart of Southern California, 1886 to 1912." It is an 
interesting and attractive idea and ought to be good advertising for 
the bank. 

GREETING TO NEW DEPOSITORS 

The Cleveland, O., Trust Company gives new depositors a booklet 
\iith this personal word of introduction and greeting: 

We thank you for opening an account with the Cleveland Trust Company. 
You have now become in a sense identified with our organization. Your wants 
sre entitled to the courteous attention of our officers and employes. "We are 
here to serve you. In return we ask your friendly co-operation in increasing the 
number of our customers. If we please you, may we not hope to see you bring 
your friends to your bank? 



W3i 



J 



The Federal Title and Trust company 

BEAVER FALLS. PENNSYLVANIA 



APROPOS OF THE STORKS VISIT. 



NEW BABIES 

Keep tabs on all the new babies arriving in your community. It 
is a simple task and one which can be made to produce new business 
for the bank. Have one of the boys go to the birth records once a 
week and secure the list of parents' names and addresses, and watch the 
columns of the local paper for news items of this character. 



18 BANK ADVERTISING PLANS 

Have a neat card engraved bearing the bank's congratulations and 
suggesting that the babe should have a bank account just as soon as its 
name has been determined. 

Enclose with the card, or have printed on its back savings informa- 
tion, interest rates on deposits, etc. 

The Iowa Lo?.n & Trust Company of Des Moines sends a note of 
congratulation to new parents and advises the father that if he will 
put $1 into the bank for the baby the bank will donate $1, making $2 
for the starting of the account. 

A BANK CLUB 

The Mid- West Bank of Sioux City, Jowa, has organized the Mid- 
West Club among the friends and customers of the bank, the object 
being, as the president states it, "to help its members. To be their city 
agent — at their call night or day, should doctor, nurse, anything be 
desired. Our bank — their check and rest room, with every convenience 
for their comfort. To give them the advantage of cooperative buying. 
No entrance fee, dues or expenses. You may use the club when and 
as you please. Just know it is here, ready for you. As its membership 
increases, its benefits will increase." 

LADIES' REST ROOM 

The Second National Bank of Meyersdale, Pa., advertises that "Just 
inside our entrance is a room for the especial comfort and convenience 
of our lady customers, as ladies have proved themselves shrewd buy- 
ers, they can greatly aid themselves by having a bank account of their 
own." 

PUBLIC CONVENIENCES 

The Bay State Trust Company of Boston advertises this special ser- 
vice : 

In addition to complete banking facilities, the following conveniences are at 
the disposal of our customers: Boston News Bureau (hourly bulletins); Real 
Estate Atlas, City of Boston; Government Weather Report; Barometer; Time 
Tables; U. S. Mail Box; Public Telephone (free); Reading and Writing Rooms 
for Ladies; Checking of Bundles; Public Carriage Stand and Taxi Service; Blue 
Book, Atlases and Directories; Messenger Service (District). Quotations on 
stocks, bonds and real estate trust stocks. 

TAX INFORMATION 

The Fidelity Trust Company of New York sends out a card con- 
taining important information relating to personal, water and real 
estate taxes of New York City. 



165 PLANS AND IDEAS FOR BANK ADVERTISING 19 

A FLOWER BOOKLET 

At the season of the year when garden making occupies the atten- 
tion of a great many people in the smaller communities and in the 
suburbs of the larger ones anything giving help or suggestions along 
this line is eagerly read by those who find pleasure and profit in raising 
flowers, fruits and vegetables. The Citizens Savings & Trust Company 
of Cleveland issues a booklet, "Growth," which illustrates in natural 
colors the monthly combination effects of hardy flowers and explains their 
care and growth. The booklet points the moral that an account in its 
savings department will form the nucleus of a fund which will grow to 
substantial proportions. Attention is also called to the uninterrupted 
growth of the institution. 



COMMERCIAL NEWS: WEDNESDAY, JANOART 13,1009. 



AMERICAN NATIONAL BANK. 



T d as foUo»s< 



(Louis F. Monteagle. W. 
log. James McNab. p. E. Bowl 
Francis Cutting, Henry J. Crock 
Geo. P. McN'ear and E. W. Wllw 

•^■k^..) ' , r.,.,r. U. - IT 




B g%£^ jitAu>th<L 



charging off al] losses and $12,000 
from furniture and fixtures, of $110.- 
BS7.79, or more fhan fourteen per 
cent on the capital stock. During 
the year $65,000 was paid to the 
shareholders in dividends and $75,- 
SS7.79 was added to undivided pro- 
fits, which dow stand at $231 176 73 
Despite the poor business condi- 
tions of the past year, the net earn- 
ings of this bank were slightly in 
excess of those of 1907. an excellent 






Tfoe board of d. rectors organized 
and re-elected the foil* - 
P. E. Bowles, president; Francis Cut- 
ting, vice-president; E. W. W. Wll- 
son. vice-president: Geo. N. O'Bn.-n 
cashier; E. J. Broberg. assistant 
cashier. Russell Lowry was promo- 
ted (o the position of assistant cash- 



TIONAL HANK. 



A GOOD WAY TO EMPHASIZE. 



OFFICERS' NAME PLATES 



The Iowa National Bank and Des Moines Savings Bank of Des 
Moines have just inaugurated a simple device to make their customers feel 
at home. Heavy bronze name plates bearing the names of the tellers 
are placed at their respective windows. It is a source of much pleasure 
to some customers to know the man with whom they do their actual 
business, and it is a good form of personal advertising. 



20 BANK ADVERTISING PLANS 

GIVING AWAY SEEDS 

A Montclair, N. J., bank in the spring gives away flower seeds as 
souvenirs of the season. The bank officers say there is no symbolism 
in the gift, and the distribution of the flower seeds is due to their desire 
to promote "Montclair Beautiful." But it is hard to get away from 
the idea of growth. 



: ,1 

WORLD |i|jH WORLDWIDE 



AX ET.ECT1UC SIGX 



ELECTRIC SIGNS 

Above is a cut of an electric sign erected at Union Station, Pitts- 
burgh, for the former First National Bank. Outdoor advertising has 
been extensively used for years in Pittsburgh by nearly all the prominent 
banks and trust companies. This display, while not elaborate, was decid- 
edly effective. The shield was studded with red, white and blue lamps. 
The name was likewise in lamps. All the lettering was white against a 
blue ground, with a yellow border. The sign was 12 feet high and 44 
feet long. 



The First National Bank of Joliet, 111., calls attention to its electric 
sign thus: 

OUR BIG NEW ELECTRIC SIGN. 

Have you seen the big electric sign which has just been placed across the 
front of our building? 

This sign was constructed by the Federal Electric Company and is operated 
by the Economy Light and Power Company. 

It tells its own story. 

Read the sign the next time you pass the building. 



165 PLANS AND IDEAS FOR BANK ADVERTISING 21 
A CONSULTING BUREAU 

The Northern Trust Company Bank of Chicago features a special 
department as follows: 

In this bank EVERYBODY is made to feel at home. The officers are 
always accessible, ready and glad to give careful attention to anybody's needs — 
however small. 

A special consulting bureau has been established, in charge of a competent 
man, to whom any person may apply for dependable information and counsel 
regarding the care and investing of money. The services of this bureau are freely 
offered to YOU, whether a customer of this bank or not. You incur no obliga- 
tion whatever. 

HOUSE-BUILDING PLANS 

For the benefit of those interested in owning their own homes, the 
Worcester County (Mass.) Institution for Savings has made an ex- 
tensive collection of drawings and plans of inexpensive detached houses 
that cost from $1,500 to $3,000 to build. Persons interested in build- 
ing attractive detached houses for a home for themselves and their 
families are invited to avail themselves of these plans. 

While the bank is prepared to make mortgage loans upon houses, the 
use of the plans implies no obligation toward the institution. These 
plans have been collected and are offered to the public by the bank for 
the sole purpose of encouraging better conditions by which the whole 
community will benefit. 

SENDING FOR DEPOSITS 

A large Boston institution which is not situated right in the heart 
of the business section advertises to send for deposits. This is quite 
an advanced method of doing business, and we imagine could not be 
done successfully as a general thing. But it is a good talking point 
for an old, conservative institution to use. 

A SERVICE BULLETIN 

The National Exchange Bank of Roanoke, Va., issues a series of 
Service Bulletins of which there is one on the telephone system which 
reads thus: 

We have had installed a complete intercommunicating telephone service — 
e;ich officer, teller, bookkeeper and department being provided with a private 
r phone — connected through our own central station. 

Customers who have occasion to communicate by telephone with the various 
officials or departments of the Bank will find a quicker and better service by 
observing the following suggestions: 



CUPID 

LAYS 

ASIDE 

THE \another 

DARTS^r:! Weapon 



/CUPID RECOGNIZES ANOTHER FACTOR 
—ONE OF HIGHER POWER ~ 
And realizes that in his affairs there must 
be money Why don't you start to save now; 
so that you will be provided with this power 
when Cupid calls. We will help you by keep 
mg your funds in 'safety and allowing you 4 
them. 





HOME NOW 

HOME SWEET HOME can only be for those «ho 
REGULARLY deposit in ihe bank a' pari of (heir incomes 
and save enough to buy a home. 

Make OUR Bank YOUR Bank. 
VX'c p"ay 3 per cent interest on Time Deposits. 



THEGUARANTEETRUST & SAFEDEPOSITCO- 

SH4N1CWIN, PA. 




before 

;wearin 
that 

engagement 
ring- 
ask if he has 

saved his money 



Girls, do not make the mistake of marrying 
a spendthrift. Before you consent to wearing the 



Sdds happiness 

to your wedding 

Money adds peace of mind 

to your honeymoon and content- 
ment to your married life after 
loney m the bank you need not 
lbout being out of work, about 
■r misfortune. Start a bank- 
and acid happiness to the 
•HF.K •' 



quwgMan- 

_J^ A 
BANK A&OUNT 
ALL GIXE YO'J 
CONFIDENCE^ 

ftAy- 

\ .START '"WOW* 

litter you marry the-girl of your choice, a Sank account 
is especially appreciated. Then, loo, Ihe man who 
saves his money is thought more of by his employer, 
and is given the position of responsibility over the 
man who spends all he earns . .'.' .-',-. Jf 

MAKE THE . . . 

Fihhburg Sav'mos Bank 

352 Main; Street 

YOtJR BAM.. 

Open Tutsday Evenings. 





GOOD JUKE ADVERTISING. 



165 PLANS AND IDEAS FOR BANK ADVERTISING 23 

National Exchange Bank on City Lines, Numbers 1 and 2. The city operator 
will connect with our operator, who will make connection with the department 
desired. 

Officers should be called for by name or title. 

JUNE WEDDINGS 

June is the month of weddings, and then it is a good idea for sav- 
ings banks to call attention to the necessity of a young man having 
some money laid by before he embarks upon the sea of matrimony. 
How some banks have done this is shown by the group of "wedding" 
advertisements reproduced. 

BANK FLOOR DIAGRAM 

The Bank of Buffalo, N. Y., issued a booklet called a "Directory of 
Banking Facilities." This contained a floor diagram of the banking 
quarters, with reading matter explaining the functions and services of 
the various departments and officers. 

LEGAL INFORMATION 

A West Virginia bank prints, for distribution among its customers, 
a card containing the terms of the bad check law of that State. 

TEXT OF LEGISLATION 

The Commercial National Bank of Ogden, Utah, which is located 
in a wool-producing region, gave away a booklet reproducing Schedule 
K of the tariff act of 1909, dealing with wool and the manufacture 
thereof. 

QUOTATIONS FROM GOVERNORS 

A trust company in Utica. N. Y., wrote to the Governors of a num- 
ber of States to get from them an expression of opinion on the im- 
portance of thrift. The letters received in reply were reproduced in 
advertisements of the savings department of the institution. 

SCHOOL REPORTS 

The Wachovia Bank & Trust Company, Winston-Salem, N. C, uses 
advertising in the shape of school reports furnished the rural school 
system of seven counties free for the privilege of using the back for 
advertising purposes. This gets right into the homes — several thousand 
of them — and at the same time is quite a saving to the schools. 



24 



BANK ADVERTISING PLANS 



The Interest of Every Banh* 

Depositor is to Know His 

Money is Safe 

Something You Should Know 

Mr. W. R. Williams, Stato Superintendent of Banks, says the banks of Sacramento are the most powrerful 
and most yvealthy of all" the interior cities in the Stat#, and are exceeded fn 'strength only by those of San Fran- 
cisco, Los Angeles and Oakland. 

Compare the statement of the superintendent of banks with that of our bank and you will find that one-half 
of the loans mentioned are held by us. that this-bank also represents almost,one-half of the total resources, more 
than &o per cent of the surplus, one-half of die undivided profit's and one-half of the total deposits. 
-" ' This speaks most convincingly of our progress ;ind our strength. 




It ha? taken years to build up this bank to its present edifying condition. Not ten years or twenty years, 
but forty-five years of hard steady work, so that the people of Sacramento and Northern California eonld look 
upon -J|vis institution and truthfully say they were proud of onr record, prond of the fact that we have overcome 
all Obstacles and proud to be able'to say. they carried an ^ccouirt witb'us. . 

At present we have over 13,500 depositors riving in- nearly every part of California, very day we add new 
names to this list through our strength and excellent service. ; ■ 

Our ambition is not to-do great things in finance, but to serve- you well. A savings account on which we pay 
four per cent interest compounded every six months can be opened for any amount down to One Dollar. After 
comparing tHfc two statements above and you feel thaj you would like to become one of our patrons, just conic in 
and make yourself acquainted. We shall be pleased ^extend you all the facilities that made us one of the largest 
and strongest strictly savings banks in all California-' 

Sacramento BanK 



Philip-Scheld, President. 



430 J Street 

Clearing .House Associ; 



J. M.^Henderron, Jr., Cashier 



USING A STATE SUPERINTENDENTS REPORT. 



A COIN- WRAPPING MACHINE 

The American National Bank of Hartford, Conn., having added 
to its equipment a Batdorf coin-wrapping machine, which automatically 
counts and wraps all denominations of coin, now offers to receive on 
deposit from its customers coin in bulk instead of requiring that it be 
rolled into packages and marked with the depositor's name, as was 
formerly its custom. This should prove of great convenience to mer- 
chants and others who receive a large amount of coin in the course of 
their business, as it eliminates the slow and laborious process of doing 
up coin by hand. 



165 PLANS AND IDEAS FOR BANK ADVERTISING 25 
CUSTOMERS AND CORRESPONDENTS 

The First National Bank of Huntington, W. Va., believes that a 
banking institution should be prepared to do more than receive and 
disburse moneys for its patrons, and having perfected its system of 
correspondent banks, tenders to its depositors the use of these facilities 
in carrying out important deals, closing and delivering contracts, mak- 
ing collections, and in the handling of matters of consequence in any 
part of the world. 

A BULLETIN BOARD 

In a conspicuous place on the wall of the Fourth National Bank, 
New York, is a board on which appear the names of the officers and 
directors, the bank's latest statement of condition and notices from time 
to time which it is desired to make public. Banks in Milwaukee and else- 
where also use this plan. 

NIGHT DEPARTMENT 

The German National Bank of Little Rock, Ark., advertises as fol- 
lows: 

OUR NIGHT DEPARTMENT is meeting with continued success and our 
customers are complimenting us because of our efforts to conduct our business 
to suit their convenience. 

Our Night Department is open from 6 a. m. to 13 o'clock midnight, and we 
will be pleased to take your deposit or cash checks at any time between those 
hours. 

AN INFORMATION CLERK 

The National Copper Bank of Salt Lake City keeps an information 
clerk always on duty in the lobby and says to the public: 

We wish you to feel tree to come into the bank at any time, whether you 
are a regular customer or not, to ask his help in looking up a forgotten address, 
a want ad. or any other information you may need at the moment. 

NATURAL HISTORY 

"Natural History and the Saving Habit" is an elaborate brochure 
published by the Mid-City Trust & Savings Bank of Chicago, with the 
purpose of illustrating through Nature the necessity of providing for the 
future. The booklet, which is handsomely illustrated, contains advice 
from great men, and short lessons in natural history which show that 
saving is an instinctive habit. The animals illustrated and described 



26 



BANK ADVERTISING PLANS 



are: The European marmot, the digger wasp, the red-headed wood- 
pecker, the agricultural ant, the red squirrel, the dung beetle, the Alpine 
lagomys, the honey-bee, the Canadian beaver and the dormouse. 

INTEREST CHART 

The Merchants National Bank of Philadelphia gave away a bank 
interest chart giving valuable tables at 1 1-2, 2, 2 1-2, 3, 3 1-2, 4, 4 1-2, 
5, 5 1-2 and 6%. 

QUOTING CHURCH AUTHORITY 

The Commonwealth Trust Company of Boston quotes the Bishop of 
Massachusetts in one of its recent ads., as follows: 

"My advice, therefore, is that, if any person is about to leave a goodly sum, 
say $1,000 to $5,000 or more, for the benefit of a parish, he would be wise, unless 
the parish be of exceptional strength, to leave it to some first-rate trust company, 
to be administered by that company for the benefit of the parish in such ways 
as the donation requests." 



"And the rain descended and the 
floods came and the winds blew and 
beat upon that house and it fell not, 
for it was founded upon a rock." 

No finer description of absolute security was ever 
written, and the past history and present condition of 
The California National Bank is fully worthy of the 
simile. 

It has stood at all times without a quiver the shock of 
financial stress, and has so thoroughly safeguarded its 
clients as to win their absolute confidence. They num- 
ber over four thousand (4000) now, and you — even 
though your account is small — are cordially invited to 
join the happy crowd. One Dollar will open a savings 
account. 

ACBAMEI 

=ie:ctorate 
weger8er. cw clarke 6e0rge w peltiep 

»LDEN ANDERSON. JOSEPH STCrfCNS, tDOLPH HE 



A SHORT SERMOX. 



FOR FRUIT PRESERVING TIME 



The First National Bank of Montgomery, Ala., issued a booklet 
entitled "Cash Preserves." On the cover is a picture representing money 
In glass fruit jars and the idea brought out in the story of the booklet 
is that the best way to save money is to open a bank account with the 
First National Bank. The book was meant especially to appeal to the 
possible women customers. 



165 PLANS AND IDEAS FOR BANK ADVERTISING 27 
A BILLBOARD THAT SAVED A BANK 

During a rush on a Western bank one time a billboard was set up 
in the street where the line of depositors was gathered, and its frank 
statement of the bank's condition did much to restore confidence. Many- 
people dropped out of the line after reading the sign, which bore this 
legend : 

This bank can pay every dollar on deposit. It is one of the strongest banks 
on the Pacific Coast. It has been your friend. Jealous competitors have worked 
to bring you here. Every person in this line should show his loyalty by leaving 
at once. Your money is safe. Why, then, remain here doing an unkind and fool- 
ish thing? Break ranks. 

The run lasted thirty-six hours, but the bank stood the strain and 
remained solvent. 



The First National Bank of Davenport, Iowa, in regard to its bill- 
board advertisement reproduced herewith, says: "The sign is painted 
in colors and is much more attractive than the photo would indicate." 







1JW 


■I 


II k£%m»Hi<t:t-vitfjzm 


Umfer Uncle Sams Supervision 

FIRST NATIONAL BANK 


i 3QE£^ 


4% PAID ON SAVINGS DEPOSITS 

wemvns you to open ah account 


m&wm$m i \4 



STRONG OUTDOOR DISPLAY. 

INSTRUCTING THE PRINTER 

In sending its advertisements to the newspapers the Fidelity Title 
& Trust Company of Pittsburgh furnishes the printer with a model ad. 
set-up, with these instructions : 

Please set this advertisement in space two columns wide, six inches deep. 
Follow the type-arrangement shown, with close attention to detail, using the 
same type-faces. This advertisement for style only. New copy attached. 

THRIFT SLOT MACHINES 

An ingenious banking convenience known as the "Thrift System" 
was introduced in Pittston, Pa., by the Dime Bank. It is designed to 
educate people in the savings habit and to make it convenient for them 



28 BANK ADVERTISING PLANS 

to bank small sums of money that they may be able to spare from day 
to day. "Thrift" slot machines are located in various central places 
in the community, from which people may secure certificates of deposit 
or coupons, each of the value of one dime, by placing a dime in a slot. 
The coupons, as drawn from the machine,, are placed in a folder pro- 
vided by the bank, which has space for ten coupons. The folder being 
filled, the owner takes it or sends it to the Dime Bank and secures a 
bank book with a credit of one dollar bearing three per cent, interest. 

CLASSIFIED ADVERTISING 

The Perth Amboy (N. J.) Trust Company used the classified ad- 
vertising columns of its local paper. This is one of the ads.: 

WANTED — Your money on deposit in the special department of the 

PERTH AMBOY TRUST COMPANY 
on or before the tenth day of July, when it will draw interest for you at Three 
Per Cent, from the first day of same month. 

CHECK BOOK COVER 

One bank has hit upon the scheme of putting an advertising sticker 
on the front cover of its pocket check book. This serves a dual pur-> 
pose, as it shows when the book is right side up, and also gives oppor- 
tunity for an advertising message. 

TRADE AND CROP REPORTS 

The First National Bank of Glens Falls, N. Y., sends out a monthly 
Report of Trade. It is issued on the last day of every month and is 
sent to any business man in the community who wishes it. Business men 
find it of great assistance in making plans. 



The National Bank of Commerce of Detroit at the beginning of 
each month issues a general letter on trade conditions throughout the 
United States and a forecast of the natural trend of important business 
events for the immediate future. Business men of the city may receive 
this review each month without charge or obligation by making a re- 
quest, either in person, by telephone or by mail. The bank believes 
that this is a genuine service to the business community. 



A trade and crop bulletin of the Seattle National Bank compiled 
by officers of the bank gives a brief summary of the crop and trade con- 



165 PLANS AND IDEAS FOR BANK ADVERTISING 



29 



ditions in the Northwest. It is published by this bank in May and 
October every year and sent to the bankers and large wholesale and 
jobbing houses of the country. This bank maintains that one of its 
chief functions is answering, intelligently, questions of immediate value 
to the business men of its territory. The Northwestern National Bank 
of Minneapolis issues a similar one more frequently. 




A CHLMIXG CLOCK AS AX ADVERTISEMENT, 
AMERICAN NATIONAL BANK, RICHMOND, VA. 



FOR THE PUBLIC GOOD 

The American National Bank of Richmond, Va., believes in helping 
along movements for the public good. This is the copy of an advertise- 



30 BANK ADVERTISING PLANS 

ment it published, three-fourths of which was taken up with a talk on 
good roads : 

RICHMOND— PETERSBURG 

Linked together by every tie — sentiment, relationship and common interests — 
in EVERYTHING except a good HIGHWAY. 

It should be possible to construct a model road of concrete between these 
two cities. Richmond, Petersburg, Chesterfield county and property owners all 
should help, as the value of such a road to this whole community will be inesti- 
mable. 

L,et the forward movement for national good roads grow. Let EACH link 
in the chain be perfected a foot, a yard, a mile at a time. That is the way to 
build the great fortune— A PENNY, A DIME, A DOLLAR at a time working 
for you at three per cent. Compound Interest in the 

AMERICAN NATIONAL BANK. 

COMPARATIVE STATEMENTS 

The Lake County Bank of Madison, S. D., distributed a card con- 
taining a condensed statement of the thirteen banks of its county. 
Naturally, this bank was at the head of that list. 

COOPERATION WITH A STORE 

The Swedish American National Bank of Jamestown, N. Y., in coop- 
eration with the Abrahamson-Bigelow department store, carried out an 
advertising plan which resulted in the opening of 874 new savings 
accounts averaging $14 apiece. The department store advertised ex- 
tensively in the newspapers to give away checks for fifty cents to all 
visitors at the store whether buyers or not, checks to be good only in 
opening a new savings account for at least $5. The conditions on the 
back of the check were as follows : 

CONDITIONS GOVERNING THE USE OF THIS CHECK. 

On presentation of this check and money in amount not less than $4.50, the 
Swedish National Bank will open a new savings account book in your name, and 
you will be credited not only with the money you bring, but also with this fifty 
cent check additional. 

Your bank account, to draw three per cent, interest from date of deposit, is 
subject to withdrawal at any time, without notice, except that at least $5 shall 
remain in the bank for six months after the account is opened. 

Good only from September 1st to November 12th, 1910, in opening a new 
savings account. 

LETTER FROM DEPOSITOR 

The Merchants Loan & Trust Company, Chicago, reproduced in a 
newspaper advertisement a letter from a savings depositor (omitting his 



165 PLANS AND IDEAS FOR BANK ADVERTISING 31 

name) who wanted to withdraw his account because he had saved 
enough money to buy a home. 

AGRICULTURAL EDUCATION 

Some Western banks furnish farmers in their territory with the 
latest information on scientific methods, such as dry farming, intensive 
cultivation, etc. 

INTRODUCING A NEW CASHIER 

When Mr. H. A. Allen became cashier of the Holyoke (Mass.) Na- 
tional Bank his portrait was tipped on to a statement folder on the 
front of which were printed the words "Introducing Our New Cashier." 

A TELEPHONE DIRECTORY 

The First National Bank of White Plains, N. Y., issued a book 
containing a lot of practical banking hints and also blanks to insert 
names, addresses and telephone numbers of customers or friends. The 
Bridgeport, Conn., Trust Company gave away pads of telephone call 
memoranda blanks. 

MOTOR INSURANCE 

"Insuring the Motor Car" is the name of a booklet for the insurance 
department of the Union Trust & Savings Bank of Spokane, Wash. It 
gives full information on the subject of automobile insurance. 

THE INSIDE WORKINGS OF THE BANK 

The author of the advertisements of the National Shawmut Bank 
says in regard to them that the idea was to produce a series of ad- 
vertisements which was educational and at the same time would em- 
phasize the service of the bank. It was determined to have a headline 
which would arouse as much curiosity as possible without being too 
radical, to be followed by statements of facts sufficiently newsy to 
prevent any disappointment after reading the headline. 

It was thought best to invent another display line which would 
stimulate further interest and cause the remaining display matter to be 
read, as it was necessary to impress the last two paragraphs upon the 
reader before letting him get away. It was here that the service side 
of the bank was emphasized. 

The last paragraph was repeated in each ad. to impress upon the 
reader the spirit of the officers of the bank toward depositors, and to 



32 



BANK 



ADVERTISING PLANS 



AnJnside_View^f 



No. 1 

Night 
Force 



"4 o clock mthemonun^ 






cl «i the next morning .u nd Proved" b 



WhstW 'Wi.h toEmphM , ft 



• throughout th. 



»rd«r that „„ ,j 
h ""'sht othorwi, 



Hbnml*ni.» ™"^ in hi " "•"•" 



National Sha 



■ Im». and 



_t the r>» but a bl cbecK» ° j„ osi« j „thet 

th e n „ are coun« d ' n nlgtt a rep«*V at be 

c r e o%^ ""SkS* « ff 1 r «Wed and ** 

t?fde^ ° 
on 4() vj.t.r 




paying 
-YeWets 



;ag es 
tecow 1 den orni» a " (row t» 



■«* ^twt 



v ,n«' 



times = 



m* 



<■■ 



Bosto" 



^a^c^TaS^^e 
sepataw 



'Att »a' 

3 "' >alv 't to eo^- try 



V^bftt 






b«t"* en lb u\cV*« 8CrV,Ce vc ry i«P°*fpi«rt»^ U be corf** 1 y 






An Inside View of 

New England's Largest Bank 



checks drawn by every 
depositor on the National Shawmut Bank is verified 
by the bookkeeping department. 
Rnnlrlfaoninir A dailv report is made by this department to the 

DOOKlteeping President and Direc tors, showing the bank's exact 
DAnartmAnt condition, cash on hand, percentage of reserve, etc. 

i/epariuicm so that thg officerg of tfae bank may know - n detaj) 

the bank's position at any time. This department 
consists of about 45 clerks divided into groups for hand- 
ling accounts of other banks, individual 1 



s of f 






keeping all the accounl 
bookkeeper keeping the 
charge of about 175 acco' 
individual and 
This depart: 



of the bank itself. Each 
:counts of other banks has 
ts, and the bookkeepers for 
about 500 each. 

charge of figuring the 



monthly. 



the averaging of balances of « 



What We Wish to Emphasize 

ent of such character meant much to a 1 
ng and accurate work. It ensures that an 
moment the services of a thoroughly trair 



National Shawmut Bank 

40 Water Street, Boston 



AN INTERESTING SERIES. 

the common idea that 

:e put in the 



a large bank does not care 



left-hand margin, indicating 



for small 
that a 



overcome 
accounts. 

The numbers were v™- cumu lative interest, 
scries was in progress, to atonse 

FARMER'S RECORD BOOK ^ systero boo k 



165 PLANS AND IDEAS FOR BANK ADVERTISING 33 

by the First State Bank of Philbrook, Mont., provides space for a 
complete record of farm work — 64 pages properly ruled for every farm 
department. By consulting this book, the farmer knows just how he 
stands at any moment, where he is losing and where gaining. And it is 
a continual reminder of the bank. 

STREET NAME SIGNS 

The First National Bank of Claremore, Okla., puts up street name 
signs at street corners, carrying also its own advertisement. 

GRAPHIC CHART OF DEPOSITS 

The National Bank of Commerce of Williamson, W. Va., got out a 
graphic chart showing its very satisfactory growth of deposits over a 
period of a year or more. It was arranged on a plan similar to that 
employed by the conrpanies which issue charts showing market tendencies, 
stock prices, etc., by a rising and falling line, mostly rising in this case. 

HEART THROBS 

A large Southern bank got out a leaflet with the above title contain- 
ing extracts from letters (without using the writers' names) received from 
customers who wrote to the bank about some misfortune or good luck 
in connection with their finances. Here are brief samples : 

"1 herewith enclose bank book that belonged to my little boy. He died on 
August 10th last. He was an only child so I want to ask you to change his 
little account to his mother's name." 

"1 am hard to please but you pleased me by the way in which you have 
handled my affairs conducted through your bank. My first dealings with your 
bank were with your insurance department. My treatment there was so satis- 
factory that I soon used other of your departments." 

CARDS TO COLLECTION CLERKS 

The New Farley National Bank of Montgomery, Ala., has a regular 
illustrated series of postcards which it sends to the chief collection clerks 
of out-of-town banks from which it expects business. 

MAGAZINE SUBSCRIPTIONS 

The Monroe National Bank of Chicago offered as a premium for a 
savings account a year's subscription to any one of a list of twenty-seven 
popular magazines. The bank pays three per cent, interest on savings. 
The president is quoted in regard to the scheme as follows : 



34 BANK ADVERTISING PLANS 

"There is no string tied to the offer. Of course, a number of persons opened 
accounts who may withdraw them as soon as the magazine begins to arrive. 
That will be our loss. However, I think the people interested in reading such 
publications as these are not of the 'quitter' variety. It should attract the fair- 
minded middle classes." 

STATE PROTECTION 

The Miami; Fla., Savings Bank issued a folder explaining "How the 
State of Florida Protects the Savings Bank Depositor." 

WINDOW DISPLAYS 

The pile of gold bricks shown in the cut reproduced herewith was 
on exhibition at the First National Bank of Colorado Springs,, Colo., for 




A GOOD WINDOW DISPLAY $150,000 IN GOLD. 

the benefit of members of the American Bankers' Association attending 
their convention in Denver. The value of the gold was $150,000. It was 
part of the product of the Cripple Creek Mines of Colorado. 



Apropos of this subject, the following from "System" is of interest: 
Window displays for banks, when properly arranged, attract as much at- 
tention and sometimes exercise as much business-pulling power as when 
they are used for mercantile concerns. 



165 PLANS AND IDEAS FOR BANK ADVERTISING 35 

A bank in a Western town uses its windows for tastefully arranged 
exhibits of the products of the locality. Newcomers to the town are at- 
tracted, step in, ask questions. The bank employes generally are able 
to perform some slight service for the strangers and thus form friend- 
ships valuable to the bank when the strangers happen to be homeseekers 
and locate in the vicinity. 

Another bank depends for its effect upon that subtle operation which 
begins in the mind of every man at the sight of money. It attracted con- 
siderable attention last fall by a big display of a new issue of its own 
bank notes. Blank notes are printed in sets of fours by the Treasury dc 
partment and are delivered in sheets to the national banks. These are 
signed by the proper officers, cut up and distributed. A case full of these 
unsigned blanks was shown by way of contrast with a similar case of 
worn-out notes, withdrawn from circulation and ready to send to the 
Treasury for cancellation. The displajr was shown in a window inside 
the cashier's cage to insure its safety. 

Above the exhibit was the sign, "How We Work With Uncle Sam." 
A booklet telling the story of a bank note, explaining the process of man- 
ufacture and giving a few ways in which to tell spurious notes was dis- 
tributed to all who asked for it. 

Another bank showed in its windows a list of typical depositors and 
balances to demonstrate how fast savings accounts grow when added to 
regularly. Figures demonstrating the magic of compound interest added 
to the force of the display. 

ABOUT THE MINT 

"Where Money Is Made" is an illustrated booklet on the United 
States Mint, Philadelphia, Pa., issued by the Citizens Savings and Trust 
Company, Cleveland, O. A similar booklet was put out by the First 
National Bank of Boston. 

AN OBJECT LESSON 

A Passaic, N. J., woman secreted $400 in bills in an oven. After the 
money was burned she brought the ashes in a bottle to the Passaic Trust 
and Safe Deposit Company to see if she could recover anything. Presi- 
dent R. J. Scoles had a photograph made of the bottle with its $400 
worth of ashes and gives this account of the affair: 

Some time ago a Hungarian woman, a depositor in a small way, brought 
in to the officers of the company a parcel of ashes, which she stated was the 
remains of four hundred dollars that she had placed in the kitchen oven as a 
hiding place, the stove at the time being out of use. While she was on a visit to 



S6 BANK ADVERTISING PLANS 

a neighbor's house, a boarder who did not know the secret, started a fire in the 
stove and the money was reduced to ashes. 

The loss was a total one from a fire and money point of view, and the loser 
is now a sad but enthusiastic supporter of banks as the proper place for all 
reserve cash. 






The Remains 
of $400 Hid 
in an Oven 

F *RE MADE 
MONEY 
CONE 

m Jfoney In 
B ank earns 
n terest and 

read 
as n < 



A CONVINCING ARGUMENT. 



■ 



The ashes were placed in a bottle and photographed and will be used by the 
company as a display advertisement to serve as an object lesson to persons who 
are accustomed to do the same thing that this woman did. 

CONVENTIONS 

The South Texas National Bank sent out the following notice to 
Texas bankers : 

"The officers and directors of the South Texas National Bank of Houston 
cordially invite you to make our office headquarters while attending the twenty- 
fifth annual convention of the Texas Bankers' Association, which convenes in this 
city May the tenth, eleventh and twelfth, nineteen hundred and nine. We place 
ourselves at your disposal for making advance reservations for your representa- 
tives at the hotels, and shall be pleased to have their mail and telegrams ad- 
dressed in our care, and to extend every courtesy and assistance in our power to 
contribute to the pleasure and comfort of themselves and their ladies while 
guests of our city." 



165 PLANS AND IDEAS FOR BANK ADVERTISING 37 

The Savings Union Bank of San Francisco published in booklet form 
a convention address by its cashier, R. M. Welch, on "Segregation of 
Savings Deposits." 



At a meeting of the New York State Bankers' Association at Buf- 
falo the Bank of Buffalo gave out a valuable souvenir map of the city. The 
map i\as sent to banks m advance with a card stating: "With the com- 
ponents of the Bank of Buffalo for the use of your representative 
while in attendance at the convention of the State Bankers Association." 





-|dlr* 








Our Invitation to Knights Templar 

This institution being so widely known as the 
oldest National Bank in Western Pennsylvania, 
is constantly visited by people from all parts 
of the country. 

The officers and directors of The First National 
Bank extend to the Knights Templar attend- 
ing the State Conclave a' cordial invitation to 
visit its handsome banking rooms, make use 
of its complete equipment and avail them- 
selves of its stcnotrraphic and 'Other services 
at any time they desire. 

THE FIRST NATIONAL BANK 

OF PITTSBURGH 

FIFTH AVENUE AND WOOD STREET 
OSCAR L TELLING, President F. H. RICHARD. Cashier 



TAK1XG ADVANTAGE OF AX OCCASION. 

Referring to the "Knights Templar" advertisement of the 
Pittsburgh bank reproduced herewith it was suggested that in 
cities where there are frequent conventions and assemblies of 
men from all over the country this would be a good way of soliciting 
the patronage of the local friends of such visitors as the various con- 
ventions occur. But we believe that the appeal to the delegates them- 
selves upon such occasions as this is of secondary importance, 
to the effect upon the local readers, as the advertiser is 
to some extent hitting at his own public over the heads of 
the visitors, and takes advantage of the general interest in the conven- 
tion to get greater attention for his advertisement. 



The Mercantile National Bank of St. Louis took advantage of the 
fact that Henry Aehle of its Transit Department was a delegate to 



38 



BANK ADVERTISING PLANS 



the American Institute of Banking convention at Chattanooga by send- 
ing out a postcard with a picture of the bank building. Mr. Aehle 
was represented as saying: "Where I work. I will meet you at the 
convention." 



"The Progressive Banker." published in the interest of the City 
Bank & Trust Company of Mobile^ had a special convention number 
upon the occasion of the meeting of the Alabama Bankers' Association 
in Mobile. It contained a great deal of matter of interest to visiting 
bankers. 



For a similar purpose the First National Bank of Joliet^ 111., issued 
a special number of "The Banker" when Group 4 of the North- 
eastern Illinois Bankers' Association met at Joliet. The cover of the 
booklet was in imitation of a pass-book. 

HOME BANKS 

Probably half the banks in the United States that have savings de- 
partments are using some kind of a small home bank. While the kind 
of a bank used and method of handling has much to do with its efFect- 




A SELF REGISTERING BANK. 
(Self Reg. Bank Co.. Chicago) 



iveness, it has been fully demonstrated that the use of even the cheap- 
est and most unattractive and inconvenient variety is very helpful in 
encouraging savings and increasing deposits. It is no unusual thing^ 
to find savings banks, trust companies and national banks with savings 
departments having from 15,000 to 25,000 in use. A trust company in 
Chicago has over 30^000 small banks in use, and a large trust com- 



165 PLANS AND IDEAS FOR BANK ADVERTISING 39 

pany in another large city is said to have contracted for 100.000 home 
banks or safes. 

To encourage systematic saving numerous devices have been at- 
tached to the home banks, most of which are recording devices of va- 
rious kinds, by means of which depositors may have an accurate record 
of what is in the bank at any time. This kind of bank necessarily is 
limited to coins of special denominations. Whether depositors take 
more interest in keeping daily "tabs" on the deposit, or in surprising 
themselves with the unknown contents of the bank when opened up is 
a question argued among the different bank manufacturers. 

The amount saved through the use of these small safes is surprising, 
not only to the banker who takes pleasure in seeing his deposits in- 
crease, but the depositor himself is surprised. In general it is said 
that more comes out of these small safes than the depositor anticipated, 
and he is thus greatly encouraged to continue saving until the habit 
is thoroughly formed and he finds more pleasure in saving than in 
reckless spending. 

The cashier of a national bank in a town of about 3,000 inhabitants 
in the state of New York, who advertised a new savings department 
by putting out 1,200 small safes, gave a statement to the effect that 
in four months and a half the bank had taken in and had standing to 
the credit of the accounts of those who had accepted the small banks, 
$116,000. 

Frequently more comes to the bank indirectly through the agency of 
the small safe than directly, for if anyone in the house where there 
is one of these safes has a few hundred dollars come in unexpectedly 
or otherwise, he is pretty sure to think of the bank that loaned the 
small safe and add this to that account or start another account there. 

OPENING SATURDAY EVENINGS 

The First National Bank of Hopedale, O., announced a new de- 
parture in the following letter: 

Dear Sir: For some time we have been racking our brains in an earnest en- 
deavor to devise a new plan whereby our bank could be made more useful to the 
community, and it has occurred to us that it would be a great convenience to 
many farmers near Hopedale, especially in the busy summer months, if they had 
an opportunity to do their business on Saturday nights, say from the hours of 
6 p. m. to 8 p. m. 

Of course, such an innovation will mean longer hours, more work, and per- 
haps more expense to us, but we have always contended that a bank should be 
an institution to serve the people, and have never entertained the one-sided idea 
that it is an institution merely for the people to serve. 

Beginning with next Saturday, August 8th, this bank will be open every 





TRANSATLANTIC MAIL SCHEDULE 

Giving sailing dates and other data concerning mail steamers sailing from New York during 

JULY, 1913 

This schedule is subject to change without notice. 




MAIL fliKK 


DATE OF 


STEAMER 


VIA 


DATE OF PROBABLE DISTRIBUTION IN 






DEPARTURE 






LONDON 


PARIS 


BERLIN 


6.30 A.M. 

Tues. 1 
9.30 P.M. 


Tues. 1 


Kronp. Wilhelm 


Ply., Cher. & Bre. 


Tues. 8 


Tues. 8 


Wed. 


9 


Wed. 2 


Mauretania 


Fishguard 


8 


8 


u 


9 


5.30 A.M. 


2 


Ka'sn. Aug. Vict. 


Cher., So. Hamp. 


Wed. 9 


Thurs. 10 


Fri. 


11 










& Hamb. 










7.00 


<« 


Thurs. 3 


Bremen 


Ply., Cher. & Bre. 


Sat. 12 


Sat. 12 


Mon. 


14 


7.00 


« 


3 


La Savoie 


Havre 


Fri. 11 


Fri. 11 


Sat. 


12 


6.30 


<< 


Sat. 5 


Olympic 


Plym. & Cher. 


Sat. 12 


Sat. 12 


Mon. 


14 


6.30 


u 


Tues. 8 


Kronp. Cecilie 


Ply., Cher. & Bre. 


Tues. 15 


Tues. 15 


Wed. 


16 


Tues 


8 
















9.30 P.M. 


Wed. 9 


Campania 


Queens. & Fishg'd 


Wed. 16 


Wed. 16 


Thurs 


. 17 


7.00 A.M. 


Thurs. 10 


La Provence 


Havre 


Thurs. 17 


Thurs. 17 


Fri. 


18 


6.30 


" 


Fri. 11 


Philadelphia 


Plym. & Cher. 


Mon. 21 


Mon. 21 


Mon. 


21 


6.30 


" 


Sat. 12 


Geo. Washington 


Ply., Cher. & Bre. 


21 


21 


Tues. 


22 


8.30 


u 


" 12 


Majestic 


Plym. & Cher. 


21 


21 


Mon. 


21 


6.30 


u 


Tues. 15 


Kais.Wilh.d.Gr. 


Ply., Cher. & Bre. 


Tues. 22 


Tues. 22 


Wed. 


23 


6.30 


« 


Wed. 16 


Caronia 


Queens. & Fishg'd 


Fri. 25 


Fri. 25 


Sat. 


26 


7.00 


« 


Thurs. 17 


La Lorraine 


Havre 


25 


Thurs. 24 


Fri. 


25 


6.30 


<< 


Fri. 18 


New York 


Plym. & Cher. 


Sat. 26 


Sat. 26 


Mon. 


28 


6.30 


" 


Sat. 19 


Imperator 


Ply., Cher. & Hamb. 


26 


26 


" 


28 


8.30 


« 


19 


Oceanic 


Plym. & Cher. 


Mon. 28 


Mon. 28 


u 


28 


6.30 


« 


Tues. 22 


Kais. Wilh. 11 


Ply., Cher. & Bre. 


Tues. 29 


Tues. 29 


Wed. 


30 


Tues. 


22 
















9.30 P.M. 


Wed. 23 


Mauretania 


Fishguard 


29 


29 


« 


30 


5.30 A.M. 


" 23 


Amerika 


Cher., So. Hamp. 


Thurs. 31 


Thurs. 31 


Fri. Aug. 1 










& Hamb. 










7.00 


n 


Thurs. 24 


France 


Havre 


Fri. Auif. 1 


31 


<« 


1 


6.30 


u 


Fri. 25 


St. Paul 


Plym. & Cher. 


Mon. 4 


Mon.Aug. 4 


Mon. 


4 


6.30 


" 


Sat. 26 


Pr. Fr'd Wilh. 


Ply., Cher. &. Bre. 


4 


4 


Tues. 


5 


6.30 


u 


26 


Olympic 


Plym. & Cher. 


Sat. 2 


Sat. 2 


Mon. 


4 


6.30 


« 


Tues. 29 


Kronp. Wilhelm 


Ply., Cher. & Bre. 


Tues. 5 


Tues. 5 


Wed. 


6 


7.00 


m 


Thurs. 31 


La Savoie 


Havre 


Fri. 8 


Fri. 8 


Sat. 


9 




MONEY FOR TRAVELERS 






It is very important that the foreign traveler should have a safe, yet convenient 






method for carrying his money. Our Travelers' Checks and Travelers' Letters of 






Credit meet this demand, for they are safe, convenient, and can be cashed in any 






part of the world, and their cost is very small. They are furnished in handy little 






leather cases like pocketbooks, and are self-identifying. 






Guaranty Trust Company of New York 






-., . ~ 140 Broadway . , . ,,. 
Fifth' Avenue Branch: London Office: 






5th AVE. & 43rd STREET 33 LOMBARD STREET. E.G. 





A JIOXTHLY TRANSATLANTIC MAIL SCHEDULE CARD 



40 



165 PLANS AND IDEAS FOR BANK ADVERTISING 41 

Saturday night from 6 to 8 o'clock, and we want every one, whether a patron of 
the bank or not, to take advantage of these banking hours, no matter what the 
nature of the business may be — whether it is to get a check cashed, to get a bill 
changed, to make a deposit, to borrow money, or to make the bank a meeting 
place to transact business with your friends. 

While these hours are rather unusual for a commercial bank, if we find they 
are an accommodation to the public, we will continue them permanently. 

Very truly yours, Cashier. 

SUGGESTING A SECOND ACCOUNT 

The Corn Exchange Bank of New York sent out this letter: 

Dear Sir: We have no doubt your present arrangements for banking facili- 
ties are perfectly satisfactory, but we have taken the liberty of addressing you 
with the hope that increasing business or other reasons might necessitate your 
opening another account. If such a condition should arise we would be very 
much gratified if you would avail yourself of the facilities of our institution. 

SAVINGS CERTIFICATES 

The Guaranty Trust Company of Lancaster, Fa., makes use of a 
saving certificate plan that works like this: 

Suppose you decide to save $1 a week. At your first payment we furnish a 
neat folder which you bring or send each time and have the amount of your pay- 
ment entered therein. Should you pay more than $1 any time, you are then 
credited as many weeks in advance as your payment will cover. Your book will 
be filled in forty weeks if you make all the regular payments. By presenting it, 
you can then withdraw the $40 you have saved, together with three per cent, 
interest allowed if all payments have been promptly made. 

You may start with any sum from twenty-five cents up to $5 weekly. The 
amount remains whatever sum you decide upon at the start. You may start; 
any time. You can, therefore, have an account come due whenever you need 
money by starting forty weeks before that time. All payments must be made 
promptly or in advance, and no withdrawals are allowed until the forty weeks 
have expired. 

HARVEST FESTIVAL 

How the cashier of a suburban trust company in the Middle West 
took wise advantage of a "Harvest Festival" celebration in his com- 
munity is described in "System" thus: 

First he placed an order for several thousand post cards of the interior and 
exterior of the bank building. Then he gave the local florist an order to keep 
fresh flowers on the officers' desks during the week holiday. A decorating com- 
pany received the contract to drape the front of the building in a fashion that 
would make it the most noticeable place of business on the street. Orders were 
given for printed matter describing the work of each of the bank's departments. 



Coins of every description, from the 
diminutive -four-cent gold piece, which is; 
very rare, to the big four-dollar copper^ 
piece of Sweden, as big as a dinner plate, } 
are on display, arranged in a compre^ 
hensive manner. Notes, drafts, checks 
and other paper mediums of currency, 
dating far into the ancient annals of 
monetary history, are exhibited. 
Gum Drops Are There. 

Even the notorious gum drop, the 
medium of barter and trade made famous 
by Df. Cook, is there. Shells and -wam- 
pum, bone and African bean money, are 
displayed, the ancient gold ring and orna- 
ment money, used by our Saxon forebears 
of early Britian ; the first coin ever struck, 
copper and silver pieces bearing the bust 
of Nero, Ptolemy and the early Grecian 




The Shekel of Biblical Fame, 



emperors; in fact; there are few coins, 
which are existed which are not presented 
in this comprehensive exhibit. 

Educational Display. 

Mr. Zerbe said to a News Leader 
reporter today: 

"This exhibition Is free of charge 

being brought to RICHMOND solely 

j as an educational display. I will en" 

deavor while in your city to make the 

collection as instructive as possible. 




New England Copper, Six Pence, ! 
1650— First Coin Struck in 
America. 



My services are offered to every educa- 
tional organization or institution in 
the city, and I will be glad to address 
anybody on the subject of the world's 
money. 

"Thursday night, from 7 to 9 o'clock, 
the exhibit at the bank will be open for 
the benefit of those whose daily work 
prevents them from seeing it during the 
day." 

A NEWSPAPER ACCOUNT OF A BANK'S RARE COIN EXHIBIT. 



42 



165 PLANS AND IDEAS FOR BANK ADVERTISING 43 

And one thousand safety deposit coupons, good for two months' storage any 
time within a year, were prepared for free distribution. 

Then, a few days before the festival began, the local newspaper carried ad- 
vertisements notifying the public that the bank would be open every evening 
during the week. The public was invited to visit the institution, ask questions, 
see the vaults and the burglar-proof safe and get a free safety deposit coupon. 

Between seven and ten o'clock on the first evening more than two thousand 
persons passed through the bank. One thousand post cards were given out; sev- 
eral thousand department circulars were distributed and the stock of safety 
deposit coupons was entirely exhausted. The deluge of visitors that started on 
Monday night kept up during the week and the total number of visitors for the 
seven business days exceeded 12,000. They carried away with them over 20,000 
pieces of advertising matter. 

Sixty new savings and commercial accounts were opened during the week. 

INSTALMENT SAVINGS BONDS 

A Southern bank, to encourage saving, sells gold bonds on weekly 
or monthly payments. The bond is in denominations of $100, $200, 
$300, $400 and $500, but at no time do the bonds rerjresent more than 
the total of the purchaser's deposits, plus the accrued interest of four 
per cent, compounded quarterly. The novelty of this saving plan gives 
it advertising value. 

A RARE COIN EXHIBIT 

Miss Eleanor Montgomery, advertising manager of the American 
National Bank of Richmond, Va., writes concerning the rare coin 
exhibit idea as follows: 

This exhibition proved of the greatest value to our bank in the way of gen- 
eral publicity. It brought thousands of outsiders into the bank and gave the 
general public an opportunity to see behind the tellers' windows, breaking down 
some of that feeling of mystery as to the inside workings of a large financial 
institution. 

Our bank engaged Mr. Farran Zerbe of Philadelphia, former president of the 
American Numismatic Association, to bring his collection of The Money of The 
World to Richmond for one week. Metal stands holding the coins of all nations 
and periods were placed at intervals in the lobby, on the top of the vault and in 
the directors' room. The money was protected by trays of isinglass fitting 
smoothly together. 

On Monday, when everything had been arranged in proper place, reporters 
from the daily papers were entertained, the day having been spent in arranging 
and planning for the general exhibition opened to the public on Tuesday morning. 

Wednesday, pupils from our business colleges and high school were invited. 
Friday, a special exhibition was given to the bankers of the city, and Saturday was 
the day appointed for the special entertainment of the public school teachers of 
Richmond and vicinity. One evening exhibit was given for the benefit of those 
engaged during morning and afternoon hours. Several thousand invitations had 
4 



44 BANK ADVERTISING PLANS 

been sent out prior to Mr. Zerbe's arrival, and these were heartily responded to 
by business men, teachers, city and county officials, members of the Art School, 
preachers and professional men generally. 

People are still coming into the bank asking to see "All kinds of money," 
and on all sides we are receiving congratulations and thanks from the citizens of 
Richmond for giving them such an entertaining and educational treat. We be- 
lieve that the value of this money show to our institution is almost incalculable 
and we feel that our hold on the attention of the community has been greatly 
strengthened. 



The Richmond "Times-Dispatch" account of the exhibit was as fol- 
lows: 

Almost everything imaginable in the way of a circulating medium 
from currency antedating the birth of Christ to the modern money of 
the world; from the weird shaped pieces Gf metal, bone, shells and stone 
used by savages, to the beautifully engraved coins of ancient Greece and 
of the present day, and ranging in size from the gold Renensburg mite, 
of the diameter of a pencil, to the huge four daler plate money of Swe- 
den, ten inches square and weighing six and one-half pounds, are on 
exhibit in the American National Bank. 

There are more than 10,000 coins and pieces of paper currency 
showing the progress of the financial world for many centuries. The 
collection is owned by Farran Zerbe of Philadelphia, formerly presi- 
dent of the American Numismatic Association, being considered one of 
the leading numismatic authorities in the world. 

One of the Greek coins of 325 B. C. contains a fine likeness of Alex- 
ander the Great, while the image of Ptolemy, the builder of the greatest 
of the Pyramids, gazes from an old Egyptian coin. 

Coming down to the United States, the exhibit contains examples of 
practically all the coins that have passed as currency from the old days 
in which English, Dutch, Spanish and French currency was in circula- 
tion, to those struck under the direction of the different States and the 
Continental Congress in Revolutionary War times through the various 
stages. These include the California currency, used in exchange for 
gold, Civil War and panic paper money, to the present day. The pine 
tree shilling of 1652, the "Franklin cent" with the caption, "Mind Your 
Business;" the old Liberty cents, the California "slug," worth $50, of 
1851, and the fractional currency, Confederate money and the "shin- 
plaster," are among the interesting exhibits. 

TELLING ABOUT ADVERTISING 

It is a good plan to take the public into your confidence in the 
matter of your advertising occasionally, especially if you are prepared 
to make good on the promises of the advertising. 



Right along this line is an idea carried out by the Chehalis Na- 
tional Bank; Chehalis, Wash., as explained in this printed letter: 



165 PLANS AND IDEAS FOR BANK ADVERTISING 45 

Dear Friend: Will you do us a favor? 

Three hundred representative men and women of Chehalis and Lewis County 
are receiving this request for information and advice concerning our advertising 
department. We realize that it is hard for those behind the counter always to 
get the viewpoint of the public in regard to financial advertising. 

Ever since its organization this bank has expended considerable sums in 
various forms of local publicity, and to this cause we attribute part of our 
splendid growth and increase in business. During the past year we have doubled 
our business; we have built and equipped a modern banking house with all con- 
veniences and safeguards; have the best of vaults and vault doors; have rented 
many safe deposit boxes, and, in short, have realized considerable success. 

Nevertheless, the question arises, Is our advertising a success? If not, why 
not? We court a frank expression of your opinion and request you to answer 
and return in the enclosed stamped envelope the attached list of questions. It is 
hardly necessary to assure you that your reply will be held confidentially. We 
solicit criticism rather, than praise. 

Thanking you in advance for this favor, 

Very truly, Cashier. 



Th« 



questions asked on a 



perforated sheet attached were 



Do you read our advertisements in the Advocate? 
Do you read our advertisements in the Bee-Nugget? 
In which paper will an advertisement do the most good? 
Do you read the Lewis County Financial News? 
In what way could our ads. be improved? 
.What feature of banking do we neglect to explain? 

What other means of publicity would be of value besides newspaper adver- 
tisements? 

Concerning what topics would you suggest that advertisement- be written? 



WHY WE ADVERTISE 



We advertise because we want more business, and because 
we want the people to know that we are well equipped to take 
care of their financial affairs. 

It Pays : because advertising this bank has helped to make it 
one of the strongest banks in the State of New Jersey. 
Other banks have followed our lead, have discarded their 
stereotyped cards, formerly used, and are utilizing space to 
tell the people what they have to offer. 
We are glad of this, not only because we welcome intelligent 
and progressive competition, but also because we believe that 
the more bank advertising a community is treated to, the more 
rapidly will its population become frugal and independent. 

"BANK BY MAIL" 

The Citizens National Bank 

OF ENGLEWOOD, N. J. 

DONALD MACKAY, CLINTON H. BLAKE. A. CORNELIUS, JR, 



^TAcQar.k with the Efficient Service A 



The Aoverlisin ! 



Of this Bank may be considered the 
direct expression of its Officers to the Public 
at large. Every advertisement published is 
the result of mature thought. Every sta«ement-every 
science and every word are carefully considered and 
passed upon by at least two Officers of this Institution. 

Thu il broogfct To Yoor mention in order tb»T voo miT reilue (lit icnpomoee 



I Around rle' World To„, 
v/ur Stomtaip Depjrtmei 



Oerman American 



ANNOUNCING THE BANK S ADVERTISING PLATFORM. 



46 BANK ADVERTISING PLANS 

The Wachovia Bank & Trust Company of Winston-Salem, N. C, 
sent out a postcard inquiry blank for data to guide the advertising de- 
partment. 

The card read as follows: 
WILL YOU KINDLY CHECK THE REASON [OR REASONS] LEADING 
YOU TO CHOOSE THIS BANK TO SERVE YOU? 
THIS COURTESY ON YOUR PART WILL GREATLY AID US. 

General reputation of the bank. [ ] Its advertising [ ] 

Recommendation of a friend.... [ ] Acquaintance with officers [ ] 

SERVICE OFFERED— WHAT FEATURE MOST APPEALS TO YOU? 

Safety [ ] Interest accounts [ ] 

Helpfulness [ ] Trust department [ ] 

Convenience [ ] Checking accounts [ ] 

Certificates of deposit [ ] Bond department [ ] 

Insurance department [ ] 

Name 

Occupation Town State 

Street or R. F. D 

EMPLOYES AND THE ADVERTISING 

An Iowa bank, to induce all of its employes to study the advertis- 
ing of the institution, uses this argument: 

That any one, part of an institution the success of which depends largely 
upon solicited patronage, may be able to treat that patronage, and the public 
back of it, according to promises made and inducements held out by that insti- 
tution, he must be fully informed as to those promises and familiar with the 
policy that prompts them, and the result sought to be attained, and must be in 
full and sympathetic accord therewith, and instant to fulfill promises and carry 
out the policies of, and support the management responsible for them. 

To that end, that one, besides being familiar with the policy of the manage- 
ment and understanding the results sought, must be familiar Math circulars and 
advertising matter issued by the bank from time to time. 

EXAMINING COMMITTEE'S REPORT 

A good way to use the report of your bank's examining committee 
is shown by this letter to the stockholders of the Wilmington (N. C.) 
Savings & Trust Company: 

Gentlemen: The statement of condition of the company as of 
December 31, 1912, hereto attached, exhibits a full and true account of 
the resources and liabilities of the bank. 

All the assets were found intact, and as shown by the various 
accounts on the general ledger. In our opinion, no asset of the com- 
pany is carried on the books in excess of its real or market value. We 
were impressed by the diligence which has been exercised in the selec- 
tion of loans by your officers, and the absence of unsecured or doubt- 
ful paper. 



165 PLANS AND IDEAS FOR BANK ADVERTISING 47 

The system used in handling the large volume of business is effi- 
cient and comprehensive, making it possible to ascertain the company's 
true condition at close of any day's business. All accounts are neatly 
and accurately kept, and the work is handled in a manner to reflect 
credit upon the office force and to warrant the confidence of stockhold- 
ers and depositors. Yours very truly, Marsden Bellamy, 

Henry C. Bear, 

Examining Committee. 

BANK EXAMINER'S REPORT 



nmi$ and Liabilities /^ _ 

an the 13 tn - 



SAVISOS BANK _ 

Auguat , - 4 @0 &, aA /cunct. 



cc/ion examination rnade 6-y tAe dwectcon and au/Acyttfu <s/ tne S^uAe:, 
teTulent o/ ^Sari/iA. 



iKOtin AT FAK. 



Bonae & Mortgages 

Bond Investments: 

Few York City 

Brookhaven Town 

Olenville " 

Huntington " 

Heohaniosville Village 
. Oneonta School DiBtriot 

Cash in Office 
" deposited in Bonks & Trust Compani 

Aoorued interest on Bonde & Mortgagos 
* " " Bond lnvoctmento 

" ■»' " Cash dopositod 



5* 
6 

3* 

5 

5 

4.26 

4.76 

4.60 



2 000 
10 

1 500 
12 600 

6 600 
12 



99.05 
Var 

101.87 
104. 2E 
101.18 



LIABILITIES 
depositors 

" accrued interest 

Surplus onaarket value 
8 " par value 
" n amortized value 



&Hj 



1 981 
10 619 40 

1 628 36 
12 733 75 

6 733 76 
12 141 60 

2 628 66 
20 162 00 

1 279 01 
271 62 
1D4 66 



171 066 70 
641 76 



st^/- /J~ /fat 



36 560 
70 160 



44 737 86 



22 780 7* 



1 705 49 
176 524 10 



172 507 46 
3 416 64 
2 17D 79 
2 823 18 



rfc, 



BAXK DEPARTMENT CERTIFICATE REPRODUCED AS A~S AD. 



The above cut was sent out to depositors with this statement : 

The attention of our depositors is respectfully called to the above reproduction of the certificate of the New York 
State Banking Department, showing- the condition of this bank as found by the bank examiner, August loth. 1908- 
It will be noted that the market value of the bond investments and the surplus based on market values is considerably 
in excess of the figures shown on the regular report enclosed herewith. The Home Savings Bank of Brooklyn. 



48 BANK ADVERTISING PLANS 

CHEQUES FOR MOTORISTS 

The Mellon National Bank of Pittsburgh used a rather startling 
heading on one of its advertisements. It was: "Motor Without Money." 
The popular conception is that it costs a good deal of money to motor 
so that the foregoing statement is bound to attract attention. The gist 
of the ad. is this: 

Motor tourists often find it inconvenient to carry with them sufficient cash 
for a long tour. 

Mellon cheques are as good as cash, with the added advantage of being 
easily carried. 

They can be cashed anywhere in this country or abroad. 

They bear a specimen signature of the holder and are thus practically 
secured against use by a wrongful holder. 

ADVERTISEMENT IN FORM OF A BOND 

The Wamego (Kan.) State Bank distributed an advertisement made 
up in the form of a bond. It reads as follows : 

This Bond is one of a series of One Thousand (1000) issued for the pur- 
pose of informing you that we are fully equipped in every department to take 
care of your business; that we can furnish money to those requiring it; that 
we make Real Estate Mortgage loans on the most favorable terms. This bond 
runs perpetually and is not limited by any period of years; the interest is pay- 
able daily to you, on demand, in the form of services which you are at liberty 
to require of us, and 

This Bond symbolizes the Security we give to YOU under the Depositors' 
Guaranty Fund of the State of Kansas, the most rational and successful system 
of Protection ever devised, being as good as a Bond of 

THE UNITED STATES OF AMERICA. 

On this basis we invite you to deposit your money in this Bank, and will 
pay you interest on funds deposited for a specified number of months. 

In Witness Whereof, The said WAMEGO STATE BANK has caused this 
Bond to be attested by its officers, and its corporate trade-mark to be hereunto 
affixed THE WAMEGO STATE BANK 

of Wamego, Kansas. 
By L. B. Leach, President, 

W. R. Johnson, Vice-President. 

A. T. McMillan, Cashier, 

J. H. Evans, Assistant Cashier. 

COOPERATIVE ADVERTISING 

Trust companies in Milwaukee, Wis., some time ago conducted a 
campaign of educative advertising cooperatively. 

Though carried on by and for the direct benefit of the Wisconsin 
Trust Company, Milwaukee Trust Company, Fidelity Trust Company 



165 PLANS AND IDEAS FOR BANK ADVERTISING 49 

and the Citizens Trust Company, all of Milwaukee, no names appeared 
in either the display advertisements or in the reading matter which 
accompanied them and it is due to this latter fact that an amount of 
publicity was obtained of far greater value than might otherwise 
be the case. 

Realizing the ignorance of the general public as regards the vari- 
ous functions of a trust company, Oliver C. Fuller, president of 
the Wisconsin Trust Company, devised this scheme of cooperative ad- 
vertising. In brief, a certain sum of money was set aside to cover 
the year's work. Advertisements of varying space and treating of the 






If YOU HAVE 
MADE A WILL 
YOU SHOULD 

AME A TRUST 
COMPANY AS 
YOUR EXECUTOR 




COOPERATIVE TRUST C03IPAXY PUBLICITY. 



different phases of the new trust company law of Wisconsin were 
placed in all Milwaukee dailies. These were clear and concise, inform- 
ing the public in plain English of the different things which a trust 
company can do under the law and how such companies, in all manner 
of trusts, are manifestly better and safer than the individual. Copy was 
changed and some new fact driven home constantly. Once each week 
the different papers published in their general news columns an article 
pertaining to such matters which was prepared under the direct super- 
vision of Mr. Fuller. 

The trust company has its integrity, its knowledge and its cooper- 
ative powers to sell. To this extent all trust companies are alike, and 
where a number are competing for business in the same city it is mani- 
festly unfair for one or two of these companies to advertise these 
qualities and to permit one or two laggards to reap an equal benefit 
without expense. Cooperative advertising seems to be a way out of 
this difficulty. 



50 BANK ADVERTISING PLANS 

NEWSPAPER COOPERATION 

There is a special form of cooperation that banks are able to secure 
from newspapers on some satisfactory basis. One way is readily under- 
stood from this news article in the "Gazette" of Little Rock, Ark.: 

About 3,000 persons, from the baby in its mother's arms, to the wide- 
awake, thrifty newsboy, the stalwart man in his prime, to the silver-haired man 
of three-score years and ten, were on hand yesterday between the hours of 10 
and 3 o'clock, to share in the $5,000 distribution of the "Gazette." 

Shortly after the mill whistles blew for 12 o'clock there was a rush of mill 
men into the office of the "Gazette," each one anxious to secure a check for 50 
cents and the accompanying bank. 

The plan was unique. The announcement that the "Gazette" would distrib- 
ute $5,000 among those who would open savings accounts of at least $2 was 
rather sensational. The plan involved the spending of a great amount of money 
for the purpose of getting the people of Little Rock to begin saving for 
themselves. 

The check that the "Gazette" is giving away with each bank is good only 
for deposit and cannot be cashed. But it is good for 50 cents credit at the 
bank where the deposit is to be made, and that means 50 cents toward a bank 
account, if it is added to from time to time. 

Tuesday is ladies' day and the distribution will be from 10 a. m. to 5 p. m. 
All children under sixteen years should be accompanied by their mothers and 
they will be given the checks and banks. 

The checks may be taken to the State National Bank at once and they will 
be honored for 50 cents on deposit, when accompanied by $2 in money. 

There were many, according to the officers of the State National Bank, 
who come into its doors for the first time to-day and went out as depositors. 
Hundreds of new ones were there, and it is said that more than half of the 
new depositors left more than the requisite $2.50. 

Some of the new accounts, indeed, many of them, the bank men say, ran 
up into the hundreds of dollars. 

A BANK PRINTING PLANT 

In order to economize both time and money, and to enable them to 
secure their printed matter just as they want it and just when they 
want it, some of the larger and more progressive institutions have estab- 
lished their own printing plants. 

A conspicuous instance of this is the First National Bank of Chi- 
cago, where a printing department with complete equipment has been 
maintained for many years. We are indebted to Mr. F. W. Ellsworth, 
formerly manager of the Department of New Business of this bank 
and now Publicity Manager of the Guaranty Trust Company of New 
York, for the information concerning this bank's printing plant. When 
first introduced, this department had two presses, two operatives, and 
a limited amount of paraphernalia. Now it has a power cutter and 



165 PLANS AND IDEAS FOR BANK ADVERTISING 51 

five presses, including a large cylinder press, each operated by its indi- 
vidual electric motor. In addition, it carries type of the best 
standard faces in liberal sized fonts, rule, imposing stones, wood and 
metal furniture — in a word a complete equipment, up-to-date and 
capable of printing practically everything that a bank requires 
from a deposit ticket to an elaborate booklet. Seven men now consti- 
tute the personnel, the original two being a part. 

Here practically all of the stationery of this big bank is printed, 
and delivered to the bank's stationer. Orders are received through the 
stationer just as though it were an outside printing office. The one 
great advantage which is derived from its existence is quick action. If 
an order is received which must be gotten out without loss of time, 
everything in the office can be sidetracked. This, of course, would sel- 
dom be possible in an outside office. 

The manager of the printing department is a practical printer, who 
has had his training with one of the best houses in the country and the 
quality of the work which is turned out, as evidenced by the bank's 
statements, booklets, and other publicity matter is very high. 

Most of the advertising literature issued by the First National Bank 
and its affiliated institution, the First Trust & Savings Bank, is pre- 
pared in the printing department, and when it is considered that some 
of the jobs run into the hundreds of thousands, a fair idea of its capac- 
ity may be secured. All of the advertisements which are placed in 
newspapers and various periodicals throughout the country are first set 
up in this department, and then electrotypes are made for the publica- 
tions. This insures a uniformity of style and display which would be 
practically impossible otherwise. 

A "READING NOTICE" 

A Vermont bank used a newspaper "reading notice" to advertise 
its banking by mail department. The copy reads in part thus : 

Banking by mail has come to be one of the common things in business life. 
Almost everybody does it; and it has been proved to be an eminently safe pro- 
ceeding. Instances are extremely rare where funds intrusted to the United 
States mails for delivery to a savings bank have gone astray. 

It is just as safe and convenient for a person living in another town to 
make a deposit in the savings department of the Waterbury Savings Bank and 
Trust Company as it would be if he lived in Waterbury. 

This bank has a large and increasing deposit-by-mail business, and deposits 
received by this method receive as careful attention as if the depositor appeared 
at the bank in person. 



52 



BANK ADVERTISING PLANS 



THE GEOGRAPHICAL IDEA 

The location of a bank in its city or in relation to the broader terri- 
tory in its state or section of the country can be given significance from 
an advertising standpoint. 

For example, the Old National Bank of Spokane, Wash., has 
started an advertising campaign to educate bankers of other parts of 
the country concerning "The Inland Empire." 

The map and advertisement reproduced herewith are part of this 
campaign, which is described by Assistant Cashier W. J. Kommers as 
follows : 




— Save Time in Routing Your Items — - 

The circuitous manner in which items on Spokane and 
the "Inland Empire" (within the circle on the above map), 
reach this bank daily suggests very strongly that a needless 
loss of time might be obviated if the natural geographical 
location of Spokane and its advantages as a railroad and dis- 
tributive center in the vast and productive empire immedi- 
ately tributary to it were better understood. 



If your institution ever has any colle 






:0n the "INLAND EMPIRE' 



8tudythemap printed herewith 
how much of the time now beio 
iteraa on Spokane and cr>Dtiguoui 
The Old National Bank now 
point In Eastern Washington. N< 
ern Montana and British Olum 
Trust Companies of the East nnil 



r efficient service will be gladly given 

-THE OLD NATIONAL BANK- 

OF SPOKANE. WASH. 

Capital One Million Dollars 

SHOWIXG A BAXK'S TERRITORY 



Banking items for Spokane and the Inland Empire are continually reach- 
ing us in a circuitous manner that indicates ignorance of Spokane's geographical 
location. The commonest mistake confuses Spokane with the Puget Sound cities, 
but we often have routings that show that eastern bank cashiers have this city 
pictured as being somewhere in the general region of Denver or Salt Lake City. 

After this, whenever such a mistake is made, the offending banker will be 
sent a copy of our circular, with its strikingly colored map, which can hardly 
fail to teach a lesson. On the circular above the map we have printed the dis- 
tances from Spokane to other important western cities, showing conclusively 
that the city is the capital of a unified region which, as we point out, has an 
area three times that of Alabama. 

Spokane is now the greatest railroad centre west of the Missouri River, 
being entered by the five transcontinental lines and many other railroads. 

Spokane is the capital of a commercial empire, containing one hundred and 



165 PLANS AND IDEAS FOR BANK ADVERTISING 



53 



fifty thousand square miles, parts of four great States and British Columbia. 
'Ine boundaries of this region are clearly defined and unify it as a distant ter- 
ritory. The Rocky Mountains lie on the East and the Cascade Range on the 
West, having between them an area rich in the resources of mine, farm and 
orchard, timber land and water power. 

Spokane, with more than 100,000 population, is the financial and commer- 
cial centre of this district, abounding in cities and towns. 



This bank also makes good use of space on a postcard by the map 
and copy shown below. 



The Old National 
Bank of Spokane 



Capital $1,000,000 

OFFICERS 




^ /Jffjs T"C \ ' y — The a^ompanyW n..p indn:.^. ihc nicn! of ihii b.nk . 

-Y_ > ) ' • - 1- ■"■'"'' ■' ■■ <■'<-■> '■-""»"• Thu ''■" 

~^V7 \ • r „„,Ur oi .ontipondcm,. uo.qu.ltJ by U.J Unk m il.« 

1 Q.REGON \ -• \\„i. hould .[.,«■ J I" '" b^U 6, ~ "" !«"'»" l » 1 ; 



J % reRR\i 



3fl f-i<">« >• ••■>■> 



GOOD POSTCARD ADVERTISEMENT. 




TiMGnM«nEEaTRDSr& "#3^ 

176 BROADWAY \"3\ 



MAP ACCOMPANYING A FORM LETTER. 



In the Center of the Loop 


► 




^-UNtOH tLtl 


.l,» «»,=&= LAI<E:= i 


■ -T j^zz '/ 




= 


r 


R» 


«D0LPH 


ST 


: 




i 


an 


coijun 












HAL 


. RLDG 






! 






f- WASHINGTON ST 






l 


| 






| — o 






i_ v 


' 


- 


K l 


n 5 






^ 








| ■ : 


L 111 


i 1 








MONROE ST 






JH 


1 ^ 


POST 
OFFICE 


l l 


| jf 






s 

<> 












C 


J 

Ii 


r 

u 








uu 




" 


1 l 1 r- -~f , i | ii M i , ft— 





Conveniently reached 

— From any part of Chicago 
-From all "L" roads 
—From all surface lines 
—From all R. R. depots 
—From shopping district 

SAVINGS ACCOUNTS may be 
started any business day. 

FIRST TRUST and 
SAVINGS BANK 

Ground Floor First National Bank Bldg. 
N. W. Cor. Dearborn and Monroe Sts. 

HOW A CHICAGO BANK DOES IT. 




The Title Guarantee & Trust Company of New York sent out 
13,000 copies of an imitation personal letter to companies and individ- 



54 



BANK ADVERTISING PLANS 




Throug/tour 
ofre/tgt/i, location 
a/id fac/tities 
JfeSer/e 
t/tefnfire 



THE GATEWAY OF THE SOUTH. 



uals located in its section of downtown New York, 
thus: 



The letter read 



Dear Sir: Your location within a comparatively short distance of our 
office at No. 176 Broadway makes! our banking department a convenient place 
for you to deposit money and conduct your banking business. You will have 
in mind one other consideration beside that of convenience, i. e., safety. 

Our deposits to-day are a little over $30,000,000. Our capital, surplus and 
undivided profits are more than $16,000,000. This is an extraordinary ratio 
of capital to deposits and shows exceptional safety to the depositor. The 
double liability on our stock makes a further guarantee to depositors, of over 
$4,000,000. 



165 PLANS AND IDEAS FOR BANK ADVERTISING 55 

We will make loans on acceptable collateral or discount paper of mercan- 
tile houses of assured position and sound credit. We have a large and efficient 
office force and can assure you prompt attention on any banking- matter. 

We shall be glad to talk with you about keeping your account with us, 
either as a checking account — or on certificate of deposit. If you will present 
this letter, I shall be glad to see you personally, or should you prefer, shall 
ask a representative of our banking department to call to see you, if you will 
request it. Very truly yours, 

E. O. Staxley, 

Second Vice-President, 
Manager Banking Department. 

A COIN CARD BOOKLET 

The St. Louis Union Trust Company issues "The Primer of 
Finance." a booklet with an imitation blue checked gingham cover, and 
inside is some very good, straight talk on saving. The bank describes 
the booklet as follows : 

"The book is postcard size, suitable for mailing in a No. 6 envelope with 
other correspondence, or can be sent as a postcard. Its eight catchily illus- 
trated pages logically lead right up to the inside — back cover which pictures in 
artistic design and bright colors the A B C building blocks, each block with a 
slit and pocket to hold a dime. So after reading the reasons for saving imme- 




A POST CARD BAXK. 



diately the argument is clinched by the insistent demand to start building the 
fortune by slipping just one single dime into one of the fortune building 
blocks. When filled the back cover is cut off and brought to the institution 
and the account is opened. 

"We intend using this book in a number of novel ways. We will give them 
at the window to our regular savings depositors, with the request that they 
see that each book falls into good hands, as the propagating of the thrift and 
saving habit ought to be considered a moral obligation incumbent upon every 
•educated person. Books will also be mailed to our best citizens with this same 
moral request. And we will distribute to children. 

"While this Primer of Finance is seemingly directed at the child, we know 
psychologically that in the effort of the parent to impart its lessen to the child, 



56 BANK ADVERTISING PLANS 

some of this much needed information will be absorbed by the parent. For,, 
as told in the Primer, nine persons out of every ten never learn this A B C les- 
son of finance — never learn to save, so nine-tenths of the grownups may profit 
from the Primer. 

The idea is also used in a post card. Of it the publicity manager of the 
bank said: 

"To the best of my knowledge, this is the only bank of its kind in the 
United States. It seems as though no one ever thought of combining the post- 
card and the savings bank until Mr. Edward Mead submitted the proposition 
to me. It seemed to be a good thing, and I took it. Results have proved that 
it certainly is a good thing. 

"It is a money saver in that it can be sent as first-class mail for one cent 
and costs less than any bank I ever saw. 

"It is a money getter. For it not only forcefully suggests to save, but it 
concretely induces one to slip a dime at a time into each little pocket until a 
dollar is saved and an account opened. 

"In this way it serves the first mission of the metal savings bank, with the 
advantage that the cost is only about 1-1 00th as much, to say nothing of the 
cost of distribution." 



The First National Bank of San Francisco^ Cal v advertised its safe 
deposit vaults effectively by an illustrated newspaper advertisement 
showing the U. S. battleship "Connecticut" and the door of the bank's 
vault, stating that the battleship and the safe deposit vault are protected 
by the same kind of armor plate. 

SAFE DEPOSIT ADVERTISING 



Post Card 



Place 

One-Cent 

Stamp 

Here 



The Peoples Trust C& Savings Bank, 

Peoples Gas Building 
Michigan Blvd. at Adams St. 

Safe Deposit Vaults Chicago, 111. 



FACE OF POST CARD DISTRIBUTED AROUND CHICAGO WHICH BROUGHT REQUESTS FOR 

DIMENSIONS AND RENTAL CHARGES OF THE SAFE DEPOSIT BOXES INSTALLED 

BY THE PEOPLES TRUST AND SAVINGS BANK OF CHICAGO. 



165 PLANS AND IDEAS FOR BANK ADVERTISING 57 



You are cordially invited to call and inspect our vaults 


in person, in which case kindly bring this card with you as 


we desire to limit the number of visitors. 


In case you cannot call, kindly mail this card back to 


us with your signature and address, and we will send you 


dimensions of our 12 sizes of vault boxes together with our 


scale of rental charges. 


Name 


Address 



REVERSE OF THE POST CARD. 



A Western bank gave out blotters printed in fiery red, and with the 
headlines "FIRE ! FIRE !" to advertise safe deposit boxes. 



Soaie Safe Deposit institutions have cards printed for distribution 
which suggest in detail the articles that may be properly kept in safe 



deposit: box. 


Something- 


like 
BY 


this : 
INDIVIDUALS. 






Court Decrees 






Life Insurance Policies 


Sketches 


Jewelry 






Accident Insurance Policies 


Drawings 


Old Coins 






Memorandum Books 




Blue Prints 


Deeds 






Diaries 




Stocks 


Mortgages 






Household inventories 




Bonds 


Trust Deeds 






Contracts 




Leases 


Receipts 






Rare Books 




Abstracts 


Cancelled Checks and Notes 




Deposit Books 




Photographs 


Heirlooms 






Notes 






Fire Insurance Policies 




Wills 










BY MERCHANTS. 






Mortgages 






Ledgers 




Notes 


Contracts 






Fire Insurance Policies 


Stocks 


Paid Invoices 






Inventories 




Bonds 


Cancelled Checks and Notes 




Cash Books 




Leases 








BY LODGES. 






Rituals 


Seal 


Stocks Record Books 


Fire Insurance Policies 


Charter 


Bonds 


Notes Receipts 


Leases 





58 BANK ADVERTISING PLANS 

MAY BE PLACED IN STORAGE. 

Furs Rare china Paraphernalia 

Jewelry Cut glass Rare paintings 

Silverware Costly laces and silks 



A special leaflet on the protection and inspection of furs during 
the summer months was issued by the Safe Deposit Department of the 
Cleveland Trust Company. 



A number of Safe Deposit companies have used the idea of a leaflet 
on the "cut out" order in which a representation of the vault door opens 
on the cover and reveals a view of the vault's interior. 



CHAPTER II 

NEWS AND ADVERTISING 

A LITTLE of the newspaper reporter's "nose for news" is not a 
bad thing for bankers who advertise. 
There are many events of daily life recorded day by day in the 
newspapers which can be turned to advertising advantage by a wide- 
awake bank publicity man. Even a great calamity, such as a fire, can 
be made an occasion to show the great service which banks are pre- 
pared to render the community. 

It is a good plan for bank advertisers to make a practice of clipping 



MOST HUH 
IN Hfflpn 

Stale Association Will Form 

Nucleus of County and 

City Orpnization. 

TAX ON VEHICLES 

AND AUTOMOBILES 

'State Senator Lassiter Suggests 
Plan lo Meet Interest on Bonds. 
Robert W. Withers Is Pjesi- 
djent of New Organiza- 
tion (or Development of 
Greater Highways. 




GoodRoadBuildep^ 




uild the road to your future financial independence by starting an 

rith this strong and conservative banking institution. 

Forty-four years of continual success demonstrates our conservatism. 

enabling us to amass the largest Surplus and Profits of any National 

Bank south of Washington, D. C, which constitutes a greater protection 

to the depositor than is offered by any similar institution 

Your account is solicited, whether large or small. Three per cent, 
interest paid on savings accounts compounded semi-annually from date 
of deposit. 

Planters National Bank 



RICHMOND, VIRGINIA 



Capital, 

Surplus and Profits, • 



$ 300,000.00 
$1,150,000.00 



&FFICERS: 



J. N. BOYD. Pruldeatj 


h. CONWAY H. GORDON, A*.'t Cub. A. 5. CHERRY, M'g'r. S«». Dap't 




gfeall^ 



A TIMELY AD. 



articles from magazines, newspapers, etc., which they think may at any 
time come in handy in the preparation of advertising matter. This plan 
is especially advantageous for savings bank advertisers as there is a 
large amount of matter published on the subject of saving. It is often 
possible to take an incident or an idea from such an article and work 
up a good advertisement from it. This will add to the interest and 
variety of your advertising. 

To illustrate the kind of news items which a bank can use to point 
5 59 



60 



BANK ADVERTISING PLANS 



a moral,, there are reproduced on the following pages a number of ex- 
tracts from newspapers and copies of "news interest" advertisements: 

FOUND $20,000 IN A BED 

Burglars in Seattle Suburb Hit Upon Hiding Place for Treasure. 

Seattle, Wash., June 1. — Mrs. George Shea of Duluth, Minn., who 
is visiting her sister, Mrs. John English, at Alki Point, a suburb of Seattle, 
has reported to the police that she has been robbed of $20,000 in currency. 

Mrs. Shea's husband, who intended to follow her from Duluth, and buy- 
property here, shipped the money to her by the Great Northern Express 
Company, which delivered th? package to her on Thursday. She intended to 
put the money in a bank at once, but for various reasons put it off. Yester- 
day she and her sister decided to visit Seattle to see the decorations. She 
hid the $20,000 between the sheets of a bed. On returning home at night 
she found that burglars had ransacked the house and stolen the treasure. 

PICTURE FRAME BANK " BUSTED" 

Fearing to trust his hoard to any of the local banking institutions, Frank 
Sckolski, South Scranton, Pa., secreted it behind a picture in his home. One 
day last week during his temporary absence some enterprising stranger cleaned 
out the "bank." Frank is now looking for a safer place of deposit. 



"No Trunk a Bank" 

$300 TAKEN 1 FROM A TRUNK. 
Such is doubtless the wise decision of 
the lady who went visiting last Friday 
and returned to find she was 

Robbed of Three Hundred Dollirs 
Are you this careless with money? 
Then this is apt to be your experience 
tonight or even today. 
Is your surplus money in the trunk, the bed*, the clock, the closet, "carefully 
hidden'" If so, why not bring it at once where It will have the absolute safety 
of our impregnable vaults, conservative officers and our 

$1,150,000 CAPITAL AND SURPLUS 

COMMERCE TRUST COMPANY 




APROPOS ll.I.rSTRATED AD. 



SHE WOULDN'T TRUST THE BANK 



Mammoth Sprixgs, Ark., Aug. 25. — When Mrs. Kate Williams 
sold her home near Mammoth Springs several days ago she stowed the money, 
$3,000, in a leather satchel and elected to be its guardian. Early yesterday a 
small band of men rode into Mammoth Springs, robbed the home of Robert 
Griffith, at which Mrs. Williams was a guest and made off with the satchel. 
Leaving Mammoth Springs the men covered their tracks with a liberal use of 
cayenne pepper. 



NEWS AND ADVERTISING 



61 



BINDS WOMAN 
TO BEDPOST; 
THEN STEALS 
HER SAVINGS 



Daylight Robber , 
tim Unawares and Kicks 
Her Into Insensibility. 

$100 TAKEN FROM TIN 

BOX HID IN MATTRESS 

BurglarSeemet FarmliarWith 

Premises and Location of 

Familv Hoard. 




With such risks staring you Vj 

in the .face, car yoa afford to 3 

Keep money around the house? JW 

We pay 4 per cent interest on W 

savings deposits four times a SI 

year. You can draw your » 

money at any time — no ho'ice SJ 
required. 

AMERICAN TRUST CO. | 

Cash Capital. $100,000.00 S 

E. lyESS. Pre*. ALEX BERGER. CiL-hier 2| 



Bold 
Robbery! 



Saturday night, while a lady 
eat reading in her room, a 
thief snatched her hand bag 
through the open window and 
made his escape. The bag 
contained a large sum of 
money and valuable papers. 
If ehe had placed the money' 
in our bank for safe keeping 
it would still be subject to 
her, call, where no sneak 
thief could get it. 

t'se Just a reasonable amount 
of precaution, and place your 
spare money In our baak 
and be on the SAFE SIDE. 
We pay 4. per c«nt on eav- 



Houston National 
Exchange Bank 

MAIN AND CONGRESS 



A SCARY AD. 



STRONG TSE OF NEWS IN HANK AD. 



A current event is made the text for this good little advertisement: 

$3,465.00 REWARD. 

A good many years ago, Thomas Dennis, captain of a Mississippi river 
freight packet, walked into a St. Louis bank and deposited $100.00. In the 
course of time, he died and his son-in-law — James M. Lane — went to St. Louis 
to settle up the captain's property. At the bottom of an old trunk, Lane 
found the original bank book recording the .$100.00 deposit — which Dennis had 
forgotten. Lane went to the bank and found that the $100.00 had grown by 
compound interest to $2,565. 

The powers of compound interest offer a sure and safe way to become inde- 
pendent and wealthy. We pay you compound interest and keep your money 
absolutely safe. 

FIRST STATE BANK, 
Gresham, Oregon. 



A STOCKING WAS THE SAVINGS BANK. 

Paterson, N. J., May 25. — That penchant for placing things in their 
stockings, which is typical of some of the female sex, was the direct cause of 
Isaac Simon, of No. 561 Main street, losing a roll of money amounting to 



62 



BANK ADVERTISING PLANS 



THE BOSTON HERALD 



THE BOSTON HERALD CO.. Proprietors. MONDAY MORNING, APUIL 13. 1908 — SIXTEEN PAGES. 



PRICE TWO CENTS. 



CHELSEA SWEPT BY FLAMES 
THOUSAND S MADE HOMELESS! 

HOW THE HOMELESS FLED BEFORE THE FIRE, BEARING WHAT SCANTY GOODS THEY HAD SAVED FROM THEIR HOUSES 




AID TO STRICKEN CITY 
PROMPTLY TENDERED 



No matter how big the losses 
In Chelsea and East Boston 
may be, th » Hr e 4 a sjirancg 
cojppanles~we represent 

II pay them In full, a 
we solicit new business 



DEAD AND INJURED IN CHELSEA FIRE 




and paid In full. 

ELMER A. LORD & CO. 

Insurance of Evsry Description. 

16 CENTRAL ST. 



R. S. HOFFMAN & CO., 

Geheral Fire Insurance Ageecj 

44^KILBY ST., BOSTO£ 

;oted in this office^ 
le Chelsea conflagra»5n 

Your Insurance 



FOB 8UMMAEY OF THE NEWS, SEE PAGE 



FIRE-HROOF CONSTRUCTION 

Ret/forced qoncreie 

Sly built absolutely permanent 

Aberthaw Constniiction Co. 



IT IS THE 

PURCHASING POWER 

BEHIND THE UNEQUALLED 

HOME CIRCULATION OF ' 

THE BOSTON HERALD 

THAT COMMENDS IT TO 

JUDICIOUS 

ADVERTISERS. I 



Chelsea Trust 
Company 

ANNOUNCES 

THAT IT WILL BE 

Open For Business 

Monday Morning, April 13 

At Its Temporary Quarters 

27-29 Park Street, Chelsea 



Lager 



It is pleased to inform the public 
and its patrons that all its vaults are 
intact and their contents uninjured. 



$8,000,000 Damage Results from Conflagration 
That Started on a Waste Dump— 1200 
Buildings Including 1000 Dwellings Bumstf, 
and Three Lives Known to Be Lost— City 
Hall, Six Schools, 11 Churches, Three Fire 
Stations, Hospital, Armory and Library Gona — 
4000 Are Thrown Out of Work, and 5000 Are 



The city of Chelsea was tried, yesterday, by the or- 
deal of fire. When it emerged, blackened and scarred, 
long after midnight, more than one-third of the city, 
layinasheB. 

Of its 5500 buildings, mor© than 1200 hav« been 
burned. Of its 37,000 population, at least 1000 fam- 
ilies, including no leas than 5000 men, women and chil- 

issued by Mayor Beck. 

The heart of the business district is gone. Three 

residential districts, ranging from that inhabited by 

wealthy to that inhabited by the lowly, are devas- 

Among the buildings destroyed were 13 of the 

public buildings— the City Hall, the 



SEAFKE 



secured competent corps of 



Unexcelled facilities are offered by as 
for thelcare of all kinds of insurance. 
No rial] too Urge and none too small 
i careful attention. 



JOHN C PAIGE & CO. 

65 Kllby Street 
w:e of every description 



THESE 15AXKS WERE OX THE JOB. 



$160. Thieves entered the Simon home some time after the midnight hour 
and made a general clean-up, going from one room to another until they had 
collected $i.56 in a poeketbook, a check for $-2.72 and about $25 worth of 
jewelry, and finally struck the sleeping apartments of the Simons', where 
hung the stocking bulging out with bills. The latter was the receipts from 
the Simon establishment, which is a dry goods store conducted on the first 



NEWS AND ADVERTISING 



63 



floor. Simon some time ago insisted that his wife put the money in a bank, 
but the latter thought it was safer with her, and to-day she is convinced 
that a stocking is not quite as strong a resisting force as an iron-bound bank. 



FOUR 
ROBBERIES 
AND HOLD UPS 



of the last week, reminu us that possibly you 
have some money secreted in some place about 
your home which you think is safe. Don't you 
think now is a good time to place it in a good 
strong bank that carries burglary and hold up 
robbery insurance? 

This bank is absolutely protected against 
robbery, carrying at all times $20,000.00 of burg- 
lary insurance, as a protection to its depositors. 



We pay interest at the rate of three per cent 
per annum on sums of $100.00 and over, «om- 
pounded every six months. 

Bring your idle funds to this bank and let 
them be earning something. It is not safe about 
the house, as we know not when thieves may 
break in and steal. 



The First National Bank of Northfork 

Northfork, West Virginia 



Capital, Surplus and Stockholder's Liability, $120,000.00 
Under United States Government Supervision 



THIS OUGHT TO 3IAKE PEOPLE SIT 11' 
AND TAKE NOTICE." 



The Most Prominent Man 

In the United States 



provide for hi* 



re dependent upon 1 



AMERICAN NATIONAL BANK, 

of Richmond, Virginia, 

puts beiorc you continually in the endeavor to impress you 
with YOVRpersonal responsibility reflected in the life of the 
nation. Let this realization, rightly developed, mean for YOU 
and those dependent on your efforts 

SECURITY AND SERVICE. 




Our 
President 

expressed many broad 
views in his admirable 
address on yesterday — 
sentiments which were 
spoken not only to 
.those who heard him 
in person, but to every 
citizen in the length 
and breadth of these 
United States. He said : 

."We see that in many thine: that life 1b very great It Is tncom- 
'parably great In Its material aspects, In Its body of wealth. Ki the 
diversir. aivl -.veep of Its energy. In tb* Industries which have been 
eoncf-iv. ii and built up by the genius of Individual men and the 

"Hat with richeB has come Inexcusable waste. We have squan- 
dered a great p;trt of what we might have used, and have not stopped 
to conserve the exceeding bounty of nature, without which our 
genius for enterprise would have been worthless and impotent, scorn- 
ing to be careful, shamefully prodigal as well as admirably efficient. 

,r We have studied as perhaps no other nation has the most effec- 
tive means of production, bat we have not studied eost or economy gj 



The American National Bank 

of Richmond, Virginia, 
repeats these sentences to give you in brief this viewpoint of 



AT INAUGURATION" TIME. 



Quite a number of banks took advantage of the popular interest in 
the parcel post when it was inaugurated to send out printed matter giv- 
ing facts about the new system and also containing advertising matter. 
The Guardian Savings and Trust Company of Cleveland, Ohio, used a 
reprint in booklet form of the Parcel Post Regulations as compiled by 
the Postoffice Department. The Federal Title and Trust Company of 
Beaver Falls, Pa., sent out a parcel post rate map mailing card. 



64 



BANK ADVERTISING PLANS 



PARCEL POST RULES AND RATES 

DOMESTIC PARCEL POST 

The parcel post law, effective January i, 1913, provides: 

"That hereafter fourth-class mail matter shall embrace all other matter, including 
farm and factory products, not now embraced by law in either the first, second, or, 
third class, not exceeding eleven pounds in weight, nor greater in size than seventy- 
two inches in length and girth combined, nor in form or kind likely to injure the 
person of any postal employee or damage the mail equipment or other mail matter 
and not of a character perishable within a period reasonably required for transportation 
and delivery." 

For the purpose of carrying this law into effect the United States is divided into 
zones with different rates of postage applicable to each, as follows: 









2nd zone, 


3rd zone, 


4th zone, 


5th zone, 


6th zone, 


7th zone. 


8th zone, 








50 to 150 
miles. 
Rati. 


150 to 300 
miles. 
Rate. 


300 to 600 

miles. 
. Rate. 


600 to 1,000 
miles? 
Rate. 


1,000-1,400 
miles. 
Rate. 


1,400-1,800 
Rate. 




Weight. 


Local rate. 


50 miles.' 


1,800 miles 
Rate. 




$0.05 
.06 


$0.05 
.08 


$0.06 
.10 


$0.07 


$0.08 
.14 


$0.09 
.16 


$0.10 
.19 


$0.11 
.21 


$0.12 




.24 




.07 
.08 


.11 

.14 


.14 
.18 


i22 


.20 
.26 


.23 

.30 


.28 
.37 


.31 
.41 


.36 




.48 




.09 


.17 


.22 


.27 


.32 


.37 


.46 


.51 


.60 


6 pounds 


.10 


.20 


.26 


.32 


.38 


.44 


.55 


.61 


.72 


7 pounds 


.11 


.23 


.30 


.37 


.44 


.51 


.64 


.71 


.84 




.12 


.26 


.34 


.42 


.50 




.73 


.81 


.96 




.13 


.29 


38 


.47 


.56 


.65 


.82 


.91 


1.08 




.14 


.32 


.42 


.52 


.62 


.72 


.91 


1.01 


1.20 




.15 


.35 


.46 


.57 


.68 


,,9 


1.00 


1.11 


1.32 







The local rate is applicable to parcels intended for delivery at the office of mailing 
or on a rural route starting therefrom. 

It will be observed that the rates of postage are largely reduced, 2nd that the limit 
of weight is increased from four to eleven pounds. Parcels will be delivered at all free 
delivery offices and to patrons residing on rural and star routes; they may be accorded 
special delivery service on payment of the usual fees, and they may be insured against 
loss in an amount equivalent to their actual value, but not to exceed $50.00, upon 
payment of a fee of 10 cents IN PARCEL POST STAMPS, same to be affixed. 
PARCEL POST STAMPS MUST BE USED ON ALL PARCELS, as ordinary 
postage stamps will not be recognized. Parcels may be mailed in quantities of not less 
than 2,000 identical pieces without stamps affixed, the postage being paid in money. 



FOREIGN PARCEL POST 



Parcels weighing 11 pounds, or less, which do not exceed 3 V2 feet i 
in length and girth combined, can be sent to any of the following count 
at the rate of 12 cents per pound or fraction thereof- 
Danish VTest Indies 

Denmark 

Dominican Republic 

Dutch Guiana 

Dutch West Indies 

Ecuador 

Faroe Islands 

France 

Germany 

Great Britain 

Guatemala 

Haiti 

Honduras 

Hong- Kong 



;ngth and 6 feet 
; by Parcel Post 



Hungary 

Iceland 

Ireland 

Italy 

Jamaica 

Japan 

Korea 

Leeward Islands 

Netherlands 

Newfoundland 

New Zealand 

Nicaragua 

Norway 



Ottoman Empire 
(Austrian offices) 

Ottoman Empire 
(Italian offices) 

Panama 

Peru 

Salvador 

Sweden 

Turkey 
(Au-str 

Trinidad 

Urug-uay 

Venezuela 

Windward Islands 



offices) 



, except to some of the larg-er 
2 feet in length and 4 feet ia 



Africa 

(German offices) 
Australia 
Austria 
Bahamas 
Barbados 
Belgium 
Bermuda 
Bolivia 
Brazil 

British Guiana 
Chile 
Colombia 
Costa Bica 

Parcels for Mexico must not exceed 4 pounds 6 ounces 
postoffices, to which 11 pounds may be sent. 

Parcels may be sent to Colombia, but must not exceed 
girth. 

WHEREVER YOU LIVE 

Our plan of BANKING BY MAIL makes it possible for 
YOU to keep YOUR account in RICHMOND, the strong finan- 
cial center of this section, where, in The American National 
Bank, YOUR money is under the supervision of the United 
States Government. Send it to us by registered mail. It will 
be in Uncle Sam's care from the time it leaves YOU until it 
reaches US. Uncle Sam himself is our SUPERVISOR In 
asking you to use in any measure our facilities, we are giving 
you HIS GUARANTEE. Write for booklet "HOW TO 
BANK." 

COMPLIMENTS OF THE 

AMERICAN NATIONAL BANK 



s 



ECURIT Y 
ERVIC E 
AVINGS 

It Proves Itself' \ 



GIVING INFORMATION OF NEW POSTAL SERVICE. 



NEWS AND ADVERTISING 



65 




*»- ' 1.1 



W 




A XOVEL AXD APPROPRIATE BOOKLET COVER. 



When the finger print system of identification was a new thing in 
banking circles, the banks which adopted it had at their disposal an 
excellent advertising feature. 

The savings bank depositor asks, "How am I protected?" The clerk 
replies, "There is only one chance in ten thousand of any of your 
money on deposit with this bank being paid to the wrong person and 
for this ONE CHANCE the bank assumes the responsibility, so you can 
readily see you are absolutely protected against wrong identity." 

One savings institution when it installed the finger print system 
placed this sign in the front window: 

This bank has installed the finger print system as a means of identifica- 
tion and protection of depositors. 

The sign had been in the window only a short time when strangers 
began to appear at the signature desk and make inquiry as to the mean- 
ing of the sign. 



66 



BANK ADVERTISING PLANS 



The clerk at the desk gave every inquirer a free demonstration of 
the system, taking the impressions on the back of the bank's statements, 
which were carried away by the inquirers as souvenirs. 

One of the savings banks using the system had a circular printed 
on which appeared news items about finger prints, and also cuts show- 
ing impressions of depositors' fingers taken at the bank. 



YOUR FINGER PRINT 




1 lie print 
quickly secnrcd and kept on pei 
desire ij. 



is recognized by all authorise* 34 
your most perfect identification. Tt 
is the one marjc that"i9 absolutely in? 
dividual td every human hand; - ,lif 
order to give our people the prSt^c- 
tion of the most perfect systent in 
the world, we have secured the fin- 
ished apparatus for registering the 
PRINT OF YOUR FIRST THRE E 
FINGERS. WITH YOUR NAME 
on ourrecorrk. 
hows the kind of ^pression that is 
record in case you 



THE AMERICAN NATIONAL BANK 



if Ricnmond, Virginia. 




Way 



We take 'the itrlpressfon ot a 
finger print for r OUR future 
use and YOUR" protection. 

An inked roller is passed 
over the steel plate. The in-, 
dex, middle and ring fingers Of 
the right hand are placed on. 
the plate, then on the signa- 
ture card, leaving the impres- 
sion of these finger prints on 
trie card with your name and 
address. The card is then filed 
■away in- the regular records 
&t*ht 4/ 

American National Bank 

of Richmond. Virginia. 

^ur mcjst pcr/ect mark o.f Jdfntificafieit is "kept and pro- 
tected by'a'TaVgc natJchial bank oF ample'rcsources. M means 
for ^otfunstitulion arid customer 

SECURITY AND SERVICE. 



EXPLAIXIXG A NEW FEATURE. 



Some time ago the American National Bank of Richmond, Va., 
adopted this system of identification and shortly afterwards this news 
article appeared in a local newspaper: 



FINGER PRINTS IN BANKING SYSTEMS 
The Good Things Claimed for the Modern System for Perfect Identification. 



The new use to which an old principle may jbe put for commercial pur- 
poses .is well demonstrated by the finger print method of identification, just 
adopted by several of the leading banks of this city. It is claimed this method 
had been proven by indisputable tests to be the most perfect identification 
in the world in that the lines on the balls of the fingers are absolutely indi- 
vidual to every human hand. 

It is nature's own identification. Its use in police departments all over 
the country is based on this fact, for many a criminal has written with his 
own tell-tale finger prints the fact of his connection with a hidden crime. How- 
ever, it is only recently that banks have realized the great practical use to 
which this principle may be put in protecting the honest depositor and the 
institution from impostors. 

The marks of an individual's finger tips do not change in character from 



NEWS AND ADVERTISING 



67 



infancy to old age, so in retaining the prints of youthful depositors the bank 
obviates the possibility of any question as to their identity in the future. 

If a cut or burn has left a scar, the print is even more impossible to 
counterfeit, as the scar remains. If no scar is left, the new skin bears identi- 
cally the same pattern as the old. 

An officer of the American National Bank, in discussing the new feature, 
said that its greatest value lies in the protection of the foreigner, who often 
cannot even pronounce his name in English, and also among customers of the 
bank who are not personally known to the employes — people who deal through 
the mails or who rarely visit the bank. The adoption of this system is wel- 
comed in Richmond as a step in making an already good banking service bet- 
ter still. 



He admitted that he had 
the entire principal of a trust fund 
of $140,000 held by him for the four 
children of the late Countess Alloe 



The remarkable confession was read 
Justice Olpgprirh'a part nf th« Su- 
preme Court today. /It had been made 



AGED MAN CONFESSED 
LOSING $140,000 ESTATE 



Confession Made on Death 
Bed Is Read In Court 



Walter Mead, a lawyer, more than 
80 years of age, made a confession six 
wee"ks before hie death on January 4 
last, at Ma hnmp 1S4 Hpwph street 



in response to a court order requiring 
Mead to rendfir an ft<TJimUiP,K„Qf hlfi. 
trusteeBbinv fo Warren Leslie, the ref- 



eree appointed In the suit of Mrs. Alice 
Mansfield of London, a daughter of the 
Countess, against Mead to obtain the 
accounting. 

When Mead died his widow, as his 
executrix, was made defendant la the 
action. 

The trustee told the referee that he 
had received $140,815^2 from 8tevens. 

"The entire principal of the trust," 
the old lawyer confessed, "was invest- , 
ed from time to time in stocks and 
bonds authorized by the will and with- 
out "PP nofHgpnra nr fraud nn mvj 
nart-V The precise details of these in- 
vestments, the dates and the receipts 
I cannot state. My inability is due, 
I believe, to my advanced years, cou- 
pled with recent physical and mental 
afflictions. I have suffered two strokes 
of paralysis, which have not only al- 
most Incapacitated me, but havp. Irru 
nalrpri my menjfl] tafflflUea/l have 



method of ascertaining facts relat- 
ing to these matters. The men with 
whom 1 transacted business in relation 
to "this estate in the past seem, as far 

am ahlP tn lparn tn hp all rlparl 



■I a,m ronflripnt- 



?YP,r, that IB/the 



unfortunate Investments which wees / 
made by me in pood faith/ the principal 
of this fund was swept away more 
than fifteen years ago. I do know that 
up to within a short time before the 
Institution of these proceedings I kept 
up the payments of $400 per month for 
the beneficiaries of this trust out of 
my own means and in the hope that I 
might some day be able to earn the 
entire principal of the fund. My ad- 
vancing years and my physical and 
mental illness prevented me* -from ac- 
complishing this end." 



He admitted he 
had lost the 
entire principal 
of a trust fund. 



Complete perversion of the testator's wishes is very 
often the case when an individual is named as Execu- 
tor or Trustee. Inexperience, incompetence, ignorance 
of the law, and actual dishonesty, are alike disastrous. 



Court order 
obtained an 

accounting. 



vision -of the State Bank Examiner. 



The individual seldom has the facilities necessary for the 
strict accounting required by law. The Trust Department 
of the Security Trust and Savings Bank maintains a system 
of accounting which is exact and in conformance with the 
legal requirements. Our Trust business is under the super- 



Inability due to 
advanced years 
and impaired 
faculties. 



The individual may die, change his residence, become 

ill or incapable of performing his duties. The service 

of the Security Trust and Savings Bank is perpetual — 

its existence is longer than the years of one man's 

life. The Security is always to be found at its place 

of business — it is never absent through sickness — it 

never takes vacations. When you appoint our Trust Department as your 

executor or trustee, you secure not a one-man management, but the combined 

experience and attention of all the institution's officers and directors. 



The unfortunate 
investments were 
made in good faith. 



The individual is usually without experience in the 
handling of estates and the proper investment of 
trust funds. The Security is managed, and under 
the direction of men thoroughly familiar with all 
the duties required of an executor or trustee, and 

its investments are regulated by those who must of necessity be familiar with 

conditions governing their value. 



Records he kept 
were inadvertently 
destroyed by fire. 



When the Security is named as your executor or 
trustee, it keeps all the papers and documents re- 
lating to the estate in its great Chrome Steel Vaults. 
These vaults are absolutely proof against fire, flood, 
or earthquake. 



We are always glad to answer questions and make suggestions relative 
to matters pertaining to the preparation of your Will, and when named as 
Executor, Trustee or Guardian therein, we prepare your Will. No charge is 
made for this service. 



Si 



HIIKlTV TRUSf 

Fifth and Spring Streets 
Los Angeles 



CLEVER USE OF XEWS IX TRUST COMPANY ADVERTISING 



68 



BANK ADVERTISING PLANS 



ON THE FOURTH OF JULY 

We ought not to stop with a consideration of the joys and 
benefits of political freedom, great as those are 

We still have wkh us a tyranny of extravagance and 
debt that holds: couotless' thauswids tp iflbjection- If 
jou are in this bondage make a 

Declaration of Independence 

By starting a savings bank account. This may mean a Rev- 
olution In your manner of living, but the peaceful and happy 
consummation of your struggle a few years hence when y«u 
have reached the coal of financial independance will well re- 
ward you for your present toil ana self-sacrifice 

Shenandoah National Bank 

UNITED STATES DEPOSITORY 

SHENANDOAH, IOWA 

orriccis and oiacctoll 

tCO. tOGART P»U. M.' I. F0SKETT. VlCE-PtM. A. w. MURPMY. VKt-Pia 

KCk. tOGART P.^^ cmh f ^ SCHNEIDER AWJCB. _ 

A SAVINGS DEPARTMENT. IN.CONNECTlOri 



IXDEPEXDEXCE DAY BANK ADVERTISEMENT 



SIZE OF PRESENT BILL— 7.2 X 3.04 INCHES 



SIZE OF NEW BILL-6 X 2.5 INCHES 



THE NEW AND SMALLER PAPER CURRENCY 

It is expected that within a month or two the people of the United States will witness a great 
revolution in the size and appearance of their paper money. Each one of the two billion notes of 
thatjund now in circulation will be supplemented by uniform pieces of currency about a quarter 
size smaller than now used. 

The change in size is not the only one. Any note with Washington's portrait on it will be 
one dollar, Jefferson's, two dollars, Lincoln's, five dollars, Grover Cleveland's, ten dollars, Alexander 
Hamilton's, twenty dollars, and so on. This plan will render the raising of bills by crooks an im- 
possibility, and we will have the safest and simplest system of national currency in the world. 

However, the new money will be just as elusive—just as hard to get and keep — as the old 
currency, and your need for the services of a good bank in caring for it will be just as great. This 
strong institution stands ready to serve you in this connection. 

The National Bank of Commerce. 

WILLIAMSON. WEST VIRGINIA. 



A MAILING CARD WITH MATTER OF INTEREST DEALING WITH A PROPOSED CHANGE IN 

PAPER CURRENCY. 



CHAPTER III 

COMMUNITY BOOSTING. 

WHATEVER helps the community in which a bank is located nat- 
urally helps the bank also,, and whatever the bank can do to 
"boost" the city will react to its own benefit. Bankers realize this and 
many of them are active in efforts to promote the growth and best 
interests of their communities. 

Leon F. Titus, cashier of the First National Bank of Traverse City, 
Mich., furnished the following description of that bank's work along 
these lines: 

Many interests are aiding in the bringing of the Grand Traverse fruit 
development and opportunities presented by this region to the attention of 
the state and country at large. One institution which has done considerable 
work in this line is the First National Bank. Its officers have taken an 
active part in the work of building up the welfare of the region, as they 
realize that upon its thrift and success depends the prosperity of a com- 
munity; also they believe that the future has great things in store for this 
region. 

We believe we have worked intelligently in this, as our efforts have been 
all along a definite line and our system has been so complete that we are 
able to check the results. 

Considerable work has been done by the bank to bring the possibilities 
of Grand Traverse region to the attention of those interested in fruit grow- 
ing throughout the country. Among the methods used to carry on the work 
the attention of commission houses in other cities than Chicago is brought 
to the opportunities for the purchasing of our high quality fruit. A series 
of post cards was prepared and widely distributed, bringing out the advan- 
tages of the region for fruit growing; giving actual experiences of persons 
who are raising fruit, with the sums received by them for their 1909 crops. 

The bank not only keeps on hand quantities of literature issued by the 
Western Michigan Development Bureau for patrons who visit the bank, but 
also sends booklets and other matter to its correspondents throughout the 
country. 

In the belief that there should be a permanent display of samples of the 
fruits raised in the Grand Traverse region, the First National established one 
in the lobby of its banking rooms. This was opened in September and con- 
tinued until the first of this year, decaying fruit being replaced by sound 
specimens provided by many of the interested fruit growers of this section; 
thus affording visitors to the bank and to the city an opportunity to inspect, 
close hand, the luscious fruits. 

Invitations in the form of post cards, showing the photograph of the 
bank building, were issued during the meeting of the State Grange, Dec. 14 

69 



70 BANK ADVERTISING PLANS 

to IT, inviting the delegates to view the fruit exhibition at the First National 
and a large number of delegates inspected the display. 

Further to inspire the fruit growers of the region along educational lines 
the bank recently offered a prize for the best essay on the subject of "Pack- 
ing and Handling Fruit." The essay is to be read at the coming meeting 
of the farmers' institute, and the manuscript of the prize winner is to be the 
property of the bank for future distribution. 

Traverse City is securing a great amount of publicity through horticul- 
tural products, land improvement and the unequaled resort facilities afforded 
by the region. No doubt many more visitors and investors will visit this 
region during this coming season than ever before. 

The bank officials believe that greater development will result for Traverse 
City and this region by increasing the output of our natural products than 
from industrial development. 



A statement folder of the Merchants and Manufacturers Bank of 
Milwaukee, Wis., carried this reference to the growth of the city and 
the bank: 

Milwaukee. Without boom, or inflation, or territorial expansion, she 
passed in the last decade from fourteenth up to twelfth place in population 
among the cities of the United States, and her industrial and financial growth 
has more than kept pace with the increase in population. 

Our own growth, as shown by our statements issued from time to time, is 
the measure of our share in the encouragement of new enterprises and the 
expansion of established concerns in Milwaukee. 



MADE IN CHICAGO WEEK 

UNDER. THE AUSPICES OF 

THE CHICAGO ASSOCIATION OF COMMERCE 



I I - I 




DEPOSITS 

"MADE-IN-CHICAGO" BANKS 

$1,005,812,094 



(JUNE IS. 1912> 



The banks of Chicago are heartily in favor of all movements to boost their city. 
The placard above was displayed conspicuously in bank windows during- "Made in 
Chicago" Week. The total amount of mon.ey "made" and saved in the City of Chicago 
is indicative of the general prosperity of the great Middle West. 



COMMUNITY BOOSTING 71 




A MICHIGAN BANK'S POSTCARD. 



The Security Trust and Savings Bank of Los Angeles, Cal., issues a 
folder year after year showing the growth of the city territorily, in pop- 
ulation, and in assessed valuation, and also showing the coincident 
growth of the bank in deposits and resources. 



'.- 



The Omaha National Bank sends out a postcard, furnished by the 
Publicity Bureau of the Commercial Club of Omaha to boom the city. 
The only advertising matter of the bank is a red arrow pointing out the 
location of the bank's building in the center of a birdseye view of Omaha. 



The Security Savings Bank, Los Angeles, Cal., has established a pub- 
lic information bureau. The department is being advertised 
throughout America, to be the means of boosting Southern California 
and bringing more people there. 

The management deemed it advisable to establish this bureau, first, 
for the accommodation of its thousands of customers, and second, for the 
accommodation of the general public, both at home and throughout the 
United States and other countries, wishing information about Southern 
California enterprises. 



The Chehalis (Wash.) National Bank sends out an insert with its 
out-of-town correspondence calling attention to the advantages of 
Chehalis. On one of the postcards it says: 

Dear Friend :— This is an interior view of The Chehalis National Bank, 
one of our solid Lewis County banks. Italian marble and Mexican mahog- 
any are used. Fine light is obtained through the art glass in the ceiling. 
The building of such a fine, convenient and attractive banking house proves 
the confidence our bankers have in Chehalis and Southwestern Washington. 
Whenever you are in town, be sure to visit this bank. 



72 BANK ADVERTISING PLANS 

The Central State Bank of Des Moines, Iowa, sent out with its cor- 
respondence a printed card; booming its territory in this wise: 

KNOW IOWA. 

The farms of four Iowa counties (Woodbury, Linn, Plymouth and Jasper) 
are worth more than the farms of either New Hampshire, Vermont, Con- 
necticut, Florida, Wyoming, New Mexico or Utah. 

The farms of seven Iowa counties (Marshall, Polk, Shelby, Cedar, Clinton, 
Crawford and Sioux) exceed in value the farms of either Oregon, Idaho, 
Montana, Louisiana, Mississippi, Alabama, New Jersey, West Virginia, Massa- 
chusetts or Maryland. 

The hay and forage crops of Iowa are equal to half the combined value 
of the alfalfa, hay and forage crops of the eleven states of west Iowa. 



EIGHTEEN YEARS 

BOOSTING BILLINGS 

■fe AUSTIN NORTH ■ M 

BanK 

BILLINGS, MONTANA 

Responsible Resources 
$250,000.oo 

DEPOSITS 

of one dollar or more received on open 
checking account or interest bearing 

Certificates of Deposit 

Bring us your account. 
R. E. STONER, Cashier. 

BREEZY WESTERN" ADVERTISING. 



In regard to the unusual advertisement of the Austin North Bank of 
Billings, Mont., shown herewith, Mr. North says: 



COMMUNITY BOOSTING 73 

"We have been using a bank design a little different from anything I 
have noticed elsewhere. 

"Note that the A and N in the centre of the design are also the owner's 
initials. 

"Business is increasing very rapidly with the new year, many new peo- 
ple are coming, and we look for a very prosperous year." 

In explanation of its ability to pay five per cent, interest on deposits 

this bank says : 

Billings is a hustling, wide-awake, rapidly growing city in the very heart 
of the great irrigated Yellowstone Valley where fortunes are being made, but 
a large amount of money is required to improve and develop the country. 
Our customers are the most thrifty people and can afford to pay us well for 
short-time loans, so that we make the difference. We know the people, know 
their lands and their ability to pay. 



The First National Bank of Beaumont, Texas, ran an ad. which 
speaks volumes for the growth of that city as well as for the bank itself. 
The ad., which appeared in the local newspaper, printed in red and 
black ink, is as follows : 

BUILDING BEAUMONT. 

From a town of 3000 inhabitants to a modern city of 25,000 inhabitants is 
the change that has been witnessed in our city since the organization of 

The First Natioxal Bank of Beaumont 
over twenty years ago. That much of the growth is due to the desire and 
ability of the First National Bank of Beaumont and its directors to nurture 
and encourage the industries which have built up this city's business cannot be 
denied by anyone who will compare the list of directors of the bank with the 
names of the organizers of our city's principal industries. 



The attitude of the First National Bank towards the opening of the 
port of Beaumont, a new development which is a topic of great local 
interest, was shown in this advertisement: 

With the coming of deep water our faith in the future of Beaumont and 
the Beaumont country is even stronger, if that be possible, than at any past 
time in her history. With concerted effort on the part of our people, meaning 
that our resources will be properly developed, no doubt remains that a great 
city can be built upon foundations already well laid. 



The Central National Bank of Tulsa, Okla., issued a handsome book- 
let, "A Bit of History Concerning the Central National Bank and Some 
Interesting Facts About the City of Tulsa." 

Some of the facts about the place published in this booklet were: 



74 BANK ADVERTISING PLANS 

Population 25,400, an increase in seven years of 22,000. 

Fifteen miles of street railway in operation, with fifteen miles of suburban 
line in process of construction. 

An assessed valuation of $8,500,000.00. 

An area of 2,580 acres, nearly four miles square. 

The cheapest fuel in the world, natural gas costing for factories from 
three to seven cents per thousand cubic feet; for domestic use sixteen cents 
per thousand cubic feet. 

Coal may be had for manufacturing purposes for $1.50 per ton and for 
domestic use for $2.50. 



The First National Bank of Berkeley, Cal., distributed a large num- 
ber of copies of the very handsome booklet, "Berkeley, a City of Homes 
by the Golden Gate," compiled by the Publicity and Advertising Commit- 
tee of the Berkeley Chamber of Commerce. It is a very interesting and 
beautiful story of a beautiful city. 



"Industrial Pittsburgh" is the name of a handsome book containing a 
pen and camera description of that city's great industries. It was issued 
by The Union Trust Company of Pittsburgh. 



"Pittsburgh and the Commonwealth Trust Company" is a booklet 
gotten out by that company to advertise itself and incidentally to give 
some fine photographic views of Pittsburgh industries. 

The First National Bank of Billings, Mont., issued a good booklet 
on "Billings, the Sugar City of the Northwest." 



The Peoples National Bank, Waynesboro, Pa., issued a 16-page book- 
let "About Waynesboro, Pa." It contained one page of matter adver- 
tising the bank. 



The Chase State Bank of Faribault, Minn., issued a booklet on 
"Faribault, the Athens of the Northwest." 



The Chehalis National Bank printed a folder with facts to induce 
people to locate at Chehalis, Wash. Part of the matter is : 

Nearly 20,000,000,000 feet of saw timber is assessed in the county, which 
does not include about 6,000,000,000 feet on school lands and reserve. This is 
mainly fir and cedar. 

We want dairymen, poultry raisers, fruit growers and farmers. All kinds 
of wood-working plants, such as more furniture factories, a plant to make 
split wood pulleys, broom handle factory, plants to make curtain rollers, lad- 
ders, fruit and berry boxes, excelsior, wood pulp paper, wood novelties, toys, 
etc. Another brick and tile plant, glove factory and cannery. 



CHAPTER IT 

APPEALING TO NATIONALITY 

THE Union Trust and Savings Bank, Spokane, Wash., appeals to 
various nationalities in its community by displaying flags of dif- 
ferent countries on appropriate days. An officer describes the idea thus : 

"May IT is the birthday of Norway. On that day the national flag of 
Norway was displayed from a new flag pole which we have erected above 
the entrance to our bank building, with a somewhat smaller United States 
flag floating just above it. The interest and comment created throughout the 
city was indeed gratifying, and leads us to believe that the plan will prove 
highly successful as we continue to display the various foreign flags on the 
respective holidays. On May 21 we displayed the British emblem to com- 
memorate the birthday of the late Queen Victoria." 

A. newspaper article concerning the adoption of this plan reads as 
follows : 

TO STIMULATE INTEREST IN FLAGS 

The Union Trust & Savings Bank is erecting a flagpole on its marble 
bank building, which is to extent! from the centre of the main entrance arch 
of the building over the full width of the sidewalk. A new United States 
flag of extra quality has been ordered and will float to the breezes on this staff 
for the first time on Decoration Day, May SO, and on all public holidays there- 
after. 








FLYIXG THE BRITISH FLAG. 



A novel feature is also to be introduced in this connection by the display 
of the flags representing the various foreign countries. It is planned to dis- 
play annually on the principal holiday of each country the flag of that coun- 
try, with the flag of the United States floating at the top. 

Of this, Mr. Kommers, cashier of the bank, who is fathering the idea, 
has this to say: "We believe that the annual display of the flags of foreign 
nations, on one of their respective holidays, will tend to stimulate greater re- 
6 75 



76 



BANK ADVERTISING PLANS 




A BAXK FOR ALL PEOPLE. 



LESS3XS IX GEOGRAPHY. 



spect, patriotism and loyalty for the flag of our own country. The innovation 
should also prove of distinct educational value to the general public in famil- 
iarizing it with the designs and colors of the flags and the historical signifi- 



APPEALING TO NATIONALITY 



77 



cance of the holidays of the various countries, and by arousing interest in all 
flags, it should stimulate patriotism and interest in our own. 

"The display of these flags is prompted, furthermore, by our desire to 
symbolize the semi-public character of the functions of the Union Trust & 
Savings Bank — a bank for all people, all classes and all nations." 



PRVA NARODNA BANKA u Pittsburgh Pa. 










III! 



■atfx napoCpoacaia jpyarraj 



THE FIRST NATIONAL BANK OF PITTSBURGH, Pa 



A PITTSBURGH BANK ADVERTISEMENT IX THE SERB XATIOXAL PAPER. 

The First National Bank of Boston in its foreign department has a 
bead slate for the convenience of its Chinese customers who use it to 
aid them in their mathematical calculations. 



I T is th^ constant aim of this old estab- 
* fished bank to render every assistance 
to people of all nationalities, and in view 
of the large number of 

ITALIANS 

residing in Cleveland and vicinity, this 
bank has opened a special window in 
charge of an Italian-speaking teller who 
is prepared to render every assistance to 
Italians, and to give them any informa- 
tion they desire in relation to all branches 
of our business. 

By reason of its large capital and 
surplus, the well-known integrity and 
financial standing of its officers and di-. 
rectors, and its successful banking expe- 
rience extending over a period of forty- 
one years, this bank affords absolute 
security for the money belonging to its 
depositors. 

Savings Accounts in any amounts 
from one dollar upwards are invited, 
upon which interest is paid at the rate of 
4% per annum, compounded twice a year. 
Moreover, as this bank is the designated 
representative of the Banco di Napoli it 
is enabled to send money abroad with 
safety and dispatch. 

All Italians who call at our bank and 
interview our special teller may be as- 
sured of every courtesy and attention. 

THE CITIZENS 

SAVINGS & TRUST COMPANY 

Euclid Avenue near East 9th Street 

ASSETS OVER 42 MILLION DOLLARS. 



nPOTHN 

E0NIKHN TPAflEZAN 




1910 ^fiwiuatys mio 

Suo»is /Boaijg Jirw6jij 10f»ii»«»ig Jiranfcijj Jtiiajl S«tnriag 



nit>T«. mix ». 



2 3 4 5 6 7 8 

9 lO 11 12 13 14 15 

16 17 18 19 20 21 22 

ft 'ft 25 26 27 28 29 



JANUARY- FIRST MONTH. 



FOR ENGLTSH-READING ITALIANS. 



ALL GREEK TO THE GENERAL PUBLIC, 
BUT PLAIN ENOUGH TO GREEKS. 



78 



BANK ADVERTISING PLANS 



A Southern bank set about to increase the business of its foreign ex- 
change department by sending its circulars to each nationality repre- 
sented on the signature files, in its native tongue. 

Probably among the mixture of nationalities that go to make up our 
population there is none as frugal and clannish as the Chinese. 

The bank did not overlook this fact. It reached the Chinese by 
a red card poster written in Chinese, explaining the bank's method in 
handling transfer of funds to foreign countries. It advised them to 
utilize the savings department also, while awaiting the time to transfer 
funds. The cards were mailed to all Chinese depositors, but as these 
were few, the majority went to oriental stores and business men in the 
city. Among the list of some thirty thousand depositors with this bank 
almost every nationality was represented. A personality was estab- 
lished with each class by speaking to it in its native tongue. 



Referring to the Greek bank advertisement of the First Trust and 
Savings Bank of Alton, 111., the 'Telegraph" of that city printed this 
news item : 

FIRST GREEK ADVERTISEMENT. 

First Trust and Savings Bank Makes Innovation in Alton Newspapers. 

The Telegraph to-day publishes the first advertisement it has ever printed 
in the Greek language. 



3Ftrat ®ruat $c &txxm\$& Sank 



OF ALTON 



K8 West THird Street ALTON, ILLINOIS 

KK>AAMON $(00,000 



'Ehv ixtSvpuze ra axeLlXr)ze xpqpaza eit; 'EJ- 
JtdSa, i7z^oxt(p6"iie pac, ixetdi) TtuiAoSyer rue ev8<r 
rarEpac inuayac (cJlC-cks) eic 'Ayy.hxat: Xipac inl 
Aordirov xai (ppdyxa i.li flapwU&r. */T;u'<7T)C nwXov* 
per imzayac ixi z£>v xaJ.hnpwr Tpartt&r xal tic 
lac Kvpuotipac no.luc. tT/e 'EXXdSiK .T-liipwzwt tit 
t&c ttjtdc t'JC dfOpdc zuiy irnzafHir. did Aq>'&Zyoy ft 
HaplaiovQ. 

'£.T«r>7<; nuXoGpev A., iV. xal K. eizttaydc ta* 
4*»<tajr£v (zpdGeXepc zaixc) JtX-qpuzeat sk oXa. ra. 
ftSpT) zov xoOpov. 



IX MODERN GREEK. 



The First Trust and Savings Bank had an electrotype made, because the 
Telegraph had no Greek type in its office, and no one who could set it up if 
we did have it. The advertisement is intended to be read by persons who 
speak or read only Greek, many of whom may be interested in what the 
bank has to say. 



APPEALING TO NATIONALITY 79 

The Cleveland Trust Company issued an Italian calendar and book- 
let which was prepared especially for the Italian Department of the 
bank. The Italian flag occupied a prominent place on the front cover. 



The First National Bank of Northfork, W. Va., also issued an 
Italian booklet. 



In a booklet, a Pittsburgh bank says: 

ALL LANGUAGES SPOKEN. 

It will interest foreigners to know that all languages are spoken at the 
First National Bank of Pittsburgh. We deal in foreign money, and keep 
all denominations constantly on hand. We sell steamship tickets and reserve 
berths on all the prominent ocean lines, supply Letters of Credit and Tra- 
velers' Checks, send money over the ocean by mail, foreign money order or 
cable, establish credits abroad for importers, and transact foreign business 
in all its details. 



CHAPTER V 

STREET CAR CAMPAIGNS 

AN officer of the Union Trust Company of Chicago, writing of a 
street car advertising campaign conducted by that company, says: 
Our reasons for going into the street ears are based on the following 
theories: 

1. — They traverse certain districts of the city where we find by actual 
analysis that we have the largest proportion of customers per thousand circu- 
lation. Experience shows that it is most profitable to advertise where we have 
the most friends who will recommend us. 



/n 



N |0** 

C OMPA^ 



The officials of this bank 
invite a personal interview 
with you regarding your 
savings. 

The strong, conservative 
character of this bank will 
recommend itself to you. 



Madison and Dearborn Sts., Tribune Building. 
77us car stops at the door of our Savings Dept. [ 31 



d "i 




Convenient to all lines and 
all people. 

Equally accessible to State 
Street shoppers and the 
business district. 

31 W Madison Street (Tribune Building) 



i>;>. ■••■;' . t .V.Vv+'-.V" i< i : t ■&■! 250feet from State 6^ >=^==- 

» ' ■ Madison. the busiest '■■ 

1 - = -=— ~~_ IB.rpr.r.rrVp j corner in Chicago ^ 




<n 



C OMPA^ 




A bank of strength and character. 
A strength gained by years of 

steady growth. 
A character of conservatism that 

invites your confidence. 

31 W. Madison St, Tribune Bldg. 

This car stops at the door of 

our Savings Dept. 



Take this car to Madison 
and Dearborn and ask to see 
the most sensible Christmas 
gift you can give to any 
-J member of your family. 
UNION TRUST COMPANY 
It's this savings bank-book in 
a handsome Christmas box. 

Savings Dept. open Saturday 
and Monday 6 to 8 P. M. 



Save! 

Show a personal profit. 

This old, conservative 
bank would be pleased to 
receive your account. 

3% interest will be paid 

31 W. Madison Street (Tribune Bldg.) 
77irs car stops at the door of our Savings Department. 



XX. 



Co M p A H^. 



Not what you earn, 
but what you save 
is yours. 



Madison and Dearborn Streets, Tribune Building. 
This car stops at the door of our Savings Dept. [ 3 'V^"l 






Our years of steady 
growth is due to the 
increased confidence we 
have earned from our 
many depositors by strong, 
conservative, practical 
methods. 

Your account will receive the 
same thorough attention. 

31 West Madison Street, Tribune Bldg. 

This car stops at the door of our Savings Dept. 



SOME OF THE STREET CAR COPY USED BY THIS CHICAGO TRUST COMPANY 

SO 



STREET CAR CAMPAIGNS 81 

2. — The street ears that we use run on three trunk lines which bring the 
people downtown and right to the door of our Savings Department. This 
takes advantage of an object many people have in opening savings accounts 
at a particular bank; viz., convenience of location. 

3. — The sight of our advertisement in the street cars gives the opportunity 
to a customer of ours who may be riding with a friend or acquaintance to 
recommend the Union Trust Company. An advertisement in a newspaper 
does not make such a recommendation possible. 

Our experience with street car advertising during the ten or eleven 
months we have been using it has been quite satisfactory on the whole, and 
we have been pleased over the interest our campaign has attracted among 
our old customers and among new prospects. In questioning each new sav- 
ings customer as to his reason for opening an account with us we find that 
the street car advertising is being noticed, though it is absolutely true, of 
course, that there is no way of definitely checking the number of accounts 
it has influenced. 

Checking the results of bank advertising, in any event, is merely useful 
for comparison of different mediums. Probably no bank advertiser could 
show a profit on new business, coming through general advertising, equal to 
the expenditure for it. By keeping a careful record, however, of the ac- 
counts and inquiries produced by different forms of advertising we may de- 
termine which are good and which are useless. 



In this connection,, it is interesting to read testimonial letters on street 
car advertising from the standpoint of banks, as furnished by the Street 
Railways Advertising Company : 

THE EMMET BANK, INC., SAN ANTONIO, TEXAS. 

Dear Sir: — Replying to your inquiry of the 26th ult., we have been advertising 
in the street cars here under contract with you for about a year and a half, and 
while we are not able to state what percentage of increase in our business is due 
to this medium of advertising, we may say that our bank has enjoyed a steady, 
healthy growth, and we feel satisfied that the street car advertising is responsi- 
ble for a good percentage of this increase. 

Yours truly, 
(Signed) Thomas L. Coxroy. 



DIME DEPOSIT & DISCOUNT BANK, SCRANTON, PA. 

Dear Sir: — For the past five years we have been using the street cars of 
this city for advertising purposes, and to-day we consider them one of our 
best advertising mediums. We consider the space in the street cars too val- 
uable to be filled with any other but the very best advertising material, and 
this with frequent changes has given us most satisfactory results. I am, 

Yours very truly, 
(Signed) C. F. Hess, Cashier. 



82 BANK ADVERTISING PLANS 

AMERICAN SECURITY & TRUST CO., WASHINGTON, D. C. 

Dear Sir: — As our contract for street car advertising has now expired, 
I write to express ray satisfaction in the results from this form of publicity. 

Since I took charge of the advertising for the American Security & 
Trust Co., last September, our deposits have increased over a million dollars, 
and our foreign exchange business has jumped nearly seventy per cent, during 
the first six months of 1905. We can not help attributing part of this in- 
crease to the advertising, and while it is manifestly impossible to trace any 
results directly to the street car publicity, we nevertheless feel that this has 
had its large and important share in the general results. 

Yours very truly, 
(Signed) C. Spinner, in charge of advertising. 



CHAPTER VI 

SAVING CLUBS 

MAN is a gregarious animal. The average person will go into any- 
thing that "everybody else" is doing more readily than he will 
undertake something alone. This spirit of emulation is the thing that 
makes the so-called "Savings Clubs" so successful, and that they are 
successful is apparent from the fact that there are many experiences 
similar to that of a bank in Westfield, N. J., which inaugurated an adver- 
tising campaign for accounts by means of a Christmas Club and found 
it a success even in three weeks. People were invited to open accounts 
for the purpose of saving money which is to be paid back to them with 
interest three weeks before Christmas. Now Westfield has a population 
of about 7.000 people, and in three weeks' time, at an expense to the 
bank of only about $250, and as a direct result of advertising, 1,375 of 
the people of this town opened accounts. Two-thirds of these never be- 
fore had been in touch with that bank. The cashier of the bank said: 

"We have been particularly gratified by the class of people to whom this plan 
appeals, the department being largely patronized by ladies and representatives 
of the best families in Westfield. 

As bearing on its advertising value, we have opened seventy-seven accounts 
in our regular departments since this club was started. 

We believe the best feature of the advertising to be that a large number 
who would not otherwise come to the bank, will be coming here from week to 
week, giving us the opportunity to get acquainted with them and opening the 
way for accounts in our other departments. 



Quite a number of banks with savings departments are trying this 
Christmas Savings Club method of getting additional accounts. The 
Richmond (Va.) Bank and Trust Company distributed 4,000 checks the 
week before Christmas, 1912, ranging in amount from $5.65 to $28.43, 
according to the class in which the deposits were made, designated by 
Class 1, 2 and 5, and permitting deposits of one cent to five cents for 
the first week, and an increase of one cent for each succeeding week 
and so on throughout the term of the series, consisting of forty-nine 
weeks on which interest was computed at the regular interest-paying 
rate of the bank. The distribution of the Richmond Bank and Trust 
Company for that Christmas amounted to $52,000. The Dime Trust 
and Safe Deposit Company of Shamokin, Pa., distributed 2,000 checks 

83 



81 BANK ADVERTISING PLANS 

aggregating $33,000. The People's Bank of Harrisonburg, Va., dis- 
tributed $4,500 among 500 depositors, among whom was a child of five 
years who received a check in return for a deposit beginning with one 
cent, while the oldest depositor was a woman of eighty. 



To illustrate how this plan is exploited we reproduce several adver- 
tisements : 

CHRISTMAS SAVINGS CLUB 

ANSWERS TO Questions We Have Been Asked About It 
What is the purpose of the Christmas Savings Club? 

The purpose is to help you and others accumulate a fund for Christmas. 
In what manner does the Christmas Savings Club accomplish this purpose? 

By each member paying in a small sum each week for 33 weeks. Two weeks 

before Christmas each member will receive the total amount paid in with 3 

per cent, interest. 
Does everybody pay in the same amount? 

No. There are two classes, numbered respectively 2 and 5. The payments 

are different in each class. 
What are the payments in Class 2? 

The payments are 2 cents the first week, 4 cents the second week, 6 cents 

the third week, and so on for 33 weeks, making the payment for the last 

week 66 cents. 
Do the payments in the other class progress the same way? 

They do. The only difference is that in Class 5 the first payment is 5 

cents the first week, 10 cents the second week, 15 cents the third week, and 

so on for 33 weeks. 
Is there a membership fee or is there any cost to join? 

No. 
What do I do to become a member? 

All that is necessary is to go to Dover Trust Company, ask to be enrolled 

as a member and make the first week's payment, or more. 
What will the first payment be? 

It will be 2 cents or 5 cents, according to the class you join. 
How are the payments to be made? 

Weekly, or in advance for as many weeks as you desire. 
What will happen if I cannot keep up my payments or discontinue? 

You may discontinue for any reason at any time, and at the period when 

the Club closes you will get a check for all you have paid in, but in such 

a case no interest will be allowed. 
When and how can I withdraw? 

Under no circumstances will any withdrawals, either in whole or in part, 

be allowed. What you deposit will be held for you until two weeks before 

Christmas. 
What form of receipt do I get when I make payments? 

For every week paid you will receive a small receipt in coupon form which 

you will keep in the envelope we give you when the account is opened. 



SAVING CLUBS 85 

What would happen if my coupon receipts were lost, stolen or destroyed? 

As we have a complete record of the payments of every member, we will 

pay your share to you whether you have the receipts or not. The receipts 

are of value to you only for the purpose of verifying our records. 
Can I reverse the payments? 

You can, and by doing so you will have your payment grow less every 

week and your money will earn twice as much interest. 
Can I become a member of more than one class? 

Yes; you can join one or both of the classes. 
Can I take out more than one membership in either class? 

Yes; you can take out memberships for as many friends or members of 

your family as you desire. 

DOVER TRUST CO. 

MONDAY, APRIL 1st 
AND ALL THE WEEK FOLLOWING 

Hundreds will join our Christmas Savings Club. Beginning with 5 cents per 
week the first week arid increasing 5 cents per week, with $1.80 the last 
weekly deposit two weeks before Christmas; or, with -2 cents the first w T eek 
and ending with 7-2 cents; or, with 1 cent the first week and ending with 3G 
cents, will produce $33.30, $13.32 or §6.66. 

You can take more than one membership. 

Every member of the family can take one or more memberships. 

ANYONE MAY MAKE DEPOSITS FOR SELF OR FOR ANY OTHER 
PERSON. 

YOU MAY BEGIN WITH THE LARGER AMOUNTS FIRST DEPOSIT 
AND REDUCE EACH WEEK. 
Talk this over with your church friends, and try this 

EXCELLENT CHURCH IDEA. 

One hundred members of a congregation in another city joined a 
Christmas Savings Club and will contribute the checks they receive two 
weeks before Christmas to reduce the debt on their church. 
This plan may be adopted by other churches, societies and organizations 
with splendid results. The small amounts, payable weekly into the Club, can 
be spared by each person without inconvenience and when a number associate 
together for a specific purpose, the combined result of their efforts will be a 
large sum, which may be applied as a Christmas offering, or used in other ways 
for any good cause. CEDAR RAPIDS SAYINGS BANK. 



The Garfield Savings Bank Company of Cleveland, O., has a Steady 
Savers Club, the application blank of which reads : 

I hereby subscribe to the rules and regulations of the Garfield Savings 
Bank Company. 



Signature .... 
Address 



The above signed applicant for membership in THE STEADY SAVERS 



86 BANK ADVERTISING PLANS 

CLUB hereby agrees to deposit at 4 per cent, interest $ during the first 

week of every month in the Garfield Savings Bank. If he fails to do so, the 
bank agrees to send him a reminder. 



The Union Bank and Trust Company of Jackson, Tenn., opened a 
campaign of advertising with a full page newspaper advertisement of 
a $50 Savings Club, announced as follows: 

The Union Savings $50.00 Club is to induce persons to save the $50.00 in 
a certain time. A person wishes to save $50.00 a year or $1.00 a week. Then 
notify us on what day of the week the deposit is to be made and a collector 
will call and receive the deposit, giving the proper receipt. Customers may 
deposit only 50 cents each week, or any amount each week, the only condition 
made by us is that money is not to be withdrawn until the account has run 
one year. These accounts draw interest at three per cent. Thoughtful and 
prudent persons will undoubtedly take advantage of this new method of sav- 
ing. We will begin the club on 

MONDAY, FEB. 19th, 1912. 

Telephone either 'phone, No. 55, to Mr. Blalock, who will enroll members, 
and give full information concerning the club. 

Absolute protection from frauds is promised in that we will furnish letter 
of authority to collectors. Do not pay deposits to collectors who cannot pro- 
duce the proper authority. 



A number of banks hit upon the idea of inducing people to 
save money to take a trip to the Panama-Pacific Exposition in 1915. 
The York (Pa.) Trust Company ran this advertisement on the subject: 

THE WORLD'S PANAMA-PACIFIC EXPOSITION. 

You can start out in 1915 on a three-weeks' trip to the Golden West at 
a total cost of not to exceed $300. 

This will cover your transportation to San Francisco; a week in that city 
seeing the Exposition, the Golden Gate and other magnificent sights; a trip 
to Los Angeles, spending a day or so there; a trip to San Diego — the most 
beautiful city in America — spending three days there and visiting the Exposi- 
tion which will then be open at that city; a trip to Old Mexico and back to 
San Diego; returning by the way of the splendid Santa Fe Railroad, crossing 
Southern California with its palms and orange groves, through Arizona, New 
Mexico, Colorado, Southern Kansas, Missouri and to Chicago. 

This sum will cover your railroad fare, berth, meals, tips, hotel bills, souv- 
enirs, side trips, etc. 

We have a special Exposition Fund to enable you to put aside this sum 
of money without feeling it. You can place in this fund $2.00 a week and by 
the time you are ready to go the money will be here for you. 

We add to it three per cent, interest, which is compounded for you twice a 
year. 

Why not start your account to-day by mailing us a $2.00 bill? We will 
send your Pass Book by return mail. YORK TRUST COMPANY. 



SAVING CLUBS 87 

The way the Bloomfield (N. J.) Trust Company announced its club 
for this purpose is shown in this advertisement: 

PANAMA-PACIFIC EXPOSITION 

OPENS FEBRUARY, 1915, 

AT SAN FRANCISCO, CAL. 

OUR PANAMA-PACIFIC SAVINGS CLUB, designed to provide a fund 
enabling each member to pay his transportation to and from the Exposition 
by way of the tropics through the Panama Canal, and along the Pacific coast 
(returning by rail across the great continent), opens JANUARY :20th, 1913. 

Pay $2 per week for one hundred weeks and then draw out your accumu- 
lations with interest at three per cent. 

THE OFFICIAL BOOKLET of the Exposition, issued by the Commis- 
sioners, a work of artistic beauty, and the most interesting of souvenirs, will 
be ready about April, 1913. This will be distributed, in limited numbers only, 
in the principal cities of the world. 

The number allotted to all Essex County will not exceed 4,000. THESE 
WILL NOT BE ON SALE. This Trust Company is the ONLY institution in 
Bloomfield to whom any of these booklets have been allotted. 

As an encouragement to our PANAMA-PACIFIC EXPOSITION SAY- 
INGS CLUB we will present each of the first five hundred members with 
one of these booklets as soon as received. 

CALL TO-DAY AND READ OUR CLUB PLAN. 



NOTE — Most of the preceding- savings club ideas are copyrighted and banks are 
not permitted to use them without special authority. Write to the banks mentioned 
for information. 



CHAPTER VII 

THE BANK BUILDING 

THERE is advertising value for a bank in its own building, especially 
when it is a new edifice. 
An imaginary case showing how a bank ought to take advertising 
advantage of the erection of its new building was described in "The 
Bankers' Magazine/' as follows : 

"The daily papers gratuitously published reading notices. The financial 
magazines ran similar notices, giving a brief history of the bank's prosperous 
career. The building site, during excavation, was utilized to good advantage 
by erecting thereon this large sign: 

The Building Being Erected on This Site Will Be Occupied by the Forest 

Bank. 

"A souvenir booklet with a picture of the bank building, and reading mat- 
ter explaining in a concise manner the many new features for the convenience 
of depositors, was also found to be an excellent means for arousing public in- 
terest in the institution. The Forest Bank, during the opening week, dis- 
tributed a metal paper-weight facsimile of the new building. Thus the name 
of the bank and the model of the building were constantly before the eyes of 
the recipients. 

"The handsome building of this institution will be a good advertisement 
as lone- as it stands." 



The Third National Bank of Springfield, Mass., says in a booklet: 

A CORDIAL invitation is extended to the public to visit our new banking 
rooms and inspect our vaults and other equipment. Your visit will be made as 
agreeable and pleasant as possible, whether you have business relations with 

us or not. 



The Bank of Holland, N. Y., invited an inspection of its new build- 
ing thus : 

To Our Patrons and the Public: 

The officers and directors of the Bank of Holland cordially invite you and 
the members of your family to inspect the new building and equipment of the 
bank at Holland, N. Y., on opening day, Saturday, April 15, 1911, from 9 a. 
m. to 4 p. m. 

A souvenir of the occasion will be presented to each visitor. 

BANK OF HOLLAND. 



THE BANK BUILDING 



89 














AN ENGRAVED INVITATION TO INSPECT A NEW BUILDING 



The Continental and Commercial Trust and Savings Bank of Chicago, 
upon taking up a new location on the main floor of the Commercial Na- 
tional Bank Building, sent to the tenants of the adjoining building a 
leaflet entitled "Just a Word to You From a Neighbor." After pointing 
out the convenience of its location the bank goes on to explain briefly its 
various functions, and presents a list of names of its officers and directors. 



An unusual idea is that of the Peoples Savings Bank of Cedar 
Rapids, Iowa, which in opening its new building published a booklet giv- 
ing due credit to those who made the building — the architect, the artist, 
and the various firms who had anything to do with it. 



On a folder the West End Trust Company of Philadelphia said: 

Special attention is called to the fact that the company owns its handsome 
new building and the ground upon which it is erected, free and clear of all in- 
cumbrances, the value of which as an asset is the best kind of security for 
those who entrust their affairs to the company. 




German American 



Trust and 
Savings 



Bank 



Will Move to its New Home at 
Spring and Seventh Sts., aboirt May 1st 

We picture ahove the Union Oil Building, the entire Qround Floor 
and Ba.emcnt of which we will occupy within a jew week,. We are 
arranging here one of the fmeet Banking Homes in the VPest. 

TN our present location at Spring and 

Fourth Streets we serve nearly Fifty Thousand 
Customers. 

Practically all of them are steady Patrons. 

This is positive evidence that we are able to satisfy their 
banking needs. 

If we can become known as "The Bank With the Efficient Service" 
in our present limited quarters — ■ with both Lobby and Business 
Departments over-crowded for CusFomers and Employees 

— just think how superior conditions will be when our New Homo 
is ready — 

— five times our present floor space. 

— every modern convenience for facilitation, of business. 

— every comfort for our Customers. 

You will find it a real PLEASURE to do your banking with this 
Institution at Spring and Seventh Streets — and certainly we will welcome 
you there. 

The Resources of this Bank now exceed $22,000,000.00. Savings 
and Commercial Departments. Complete Trust Service. Modern 
Safe Deposit Vaults Steamship Department. 



90 



ADVERTISING A NEW HOME. 



THE BANK BUILDING 91 

Upon the completion of its new building on Broadway, New York, 
the Guaranty Trust Company sent out handsomely engraved invitations 
and published distinctive newspaper advertisements, the copy of both 
of which read as follows : 

The Directors and Officers of the Guaranty Trust Company of New York 
cordially invite you to visit and inspect the new Guaranty Trust Company 
Building, one hundred forty Broadway, New York City, which the company 
will occupy as its main office on and after April 7, 1913. 

The Irving National Bank, also of New York, published a similar 
notice upon moving into the Woolworth Building. 



The Commonwealth Trust Company of Boston, Mass., called atten- 
tion to the forthcoming removal of a branch by this letter : 

Dear Sir: We desire to thank you for the satisfactory bank account that 
you have had with us, and hope that we have ourselves rendered efficient ser- 
vice to you. 

The proposed removal of our Milk street branch to the street floor of the 
new Stock Exchange Building, now under construction at 30 Congress street, 
near the corner of State street, which we hope will take place in the early 
summer, will greatly increase our facilities and make us, we trust, more use- 
ful to our depositors, as we will then have two large Banking Houses with Safe 
Deposit Vaults, one on Summer street and the other near State street. 
Very truly yours, 

GEORGE J. MUMFORD, President. 



A Buffalo, N. Y., bank sent out this engraved invitation: 

The Board of Directors and Officers of the Columbia National Bank of 
Buffalo respectfully extend to you an invitation to be one of one hundred to 
open a personal or business account with said bank on Monday, October the 
fourteenth nineteen hundred seven, at which time they will open their doors 
for business in the new Chamber of Commerce Building. The management is 
making an effort to have One Hundred new accounts on "Opening Day." 



Upon entering its new banking offices a few years ago the First 
National Bank of Winona, Minn., reprinted an address to the stockhold- 
ers by E. S. Youmans, president of the bank. It was full of historical 
information from Mr. Youmans' own experience. 



CHAPTER VIII 

PAY ENVELOPE ADVERTISING 

PAY envelope advertising is an old and tried method for savings 
banks, but there are different ways to do it, some more effective 
than others. 

The Xaugatuck (Conn.) Savings Bank provides a number of indus- 
trial concerns in its community with pay envelopes on which there is 
printed matter calculated to induce the workmen to deposit a portion of 
their wages regularly in the bank. The copy used on one of these en- 
velopes is as follows : 

Did you ever buy anything on the installment plan? The collector comes 
around each week and you must pay up or you lose the goods. At the end 
of two years you look back and surprise yourself at what you have paid. 

An installment of a dollar a week in the Xaugatuck Savings Bank will 
also surprise you. In five years, with four per cent, interest, you will have 
$300; in ten years $650. 

One dollar will open an account. Bank open every Wednesday evening 
(except legal holidays) from 7 to 8.30. 



This is just to call 
attention to the fact that if 



deposits $1 per week in the Naugatuck 
• Savings Bank, in one year (with 4> in- 

terest) it will amount to $83; in five 
years to almost $800. 

Open every Wtiioesdny <-*v*orog ioscpt lepal holidays) 

3IAKIXG A PERSOXAL APPEAL. 

One of the best ideas is that shown in the reproduction herewith in 
which the name of the recipient of the pay envelope appears as jDart of 
the advertisement. 



First National Bank of West Elizabeth, Pa., furnishes pay envelopes 
to local factories. The copy on one of them reads: 

I WILL SAVE 
a portion of my wages or salary, and I will deposit this amount in my savings 
account each pay day. By doing this my money will be working for me, and 
by this accumulating of money now, while I am strong and can work, my 
future outlook will be greatly bettered. 

Four per cent, interest paid on savings at this bank. 



PAY ENVELOPE ADVERTISING 93 

The Chicopee Falls (Mass.) Savings Bank has no newspaper in 
which to advertise. An officer of the bank said: "This makes it hard to 
reach my people. I am doing something by putting a card in the win- 
dow. This I change frequently, and I think it is doing good work." 

Later this same officer reported: "We are still using the pay enve- 
lopes for oui advertising, in fact it is about the only way we are adver- 
tising. I think they are bringing good results although not quite so 
good as at first. Perhaps the novelty is wearing off. Or perhaps my 
copy is not as good as the first lot. I am still trying to devise some 
other special methods of reaching my people." Following are samples 
of the pay envelope copy: 

A PROMINENT MANUFACTURER RECENTLY SAID: 

"The best men working in our shops to-day are the men who are saving- 
money regularly. The steadiness of purpose and ambition thus displayed is 
apparent in their work. They are the men to whom advancements and pro- 
motions most frequently come and they are the last to be laid off when times 
arc dull.'' 

CHICOPEE FALLS SAVINGS BANK. 



ARE YOU INTERESTED IN OLD AGE PENSIONS? 

If you will deposit $£.00 every week in this bank at four per cent, com- 
pound interest, after forty years you can retire and your savings will pay you 
88.00 per week for the rest of your life and you will leave $10,000 to your family 
when you die. 

CHICOPEE FALLS SAYINGS BANK. 



The Title Guarantee and Trust Company of New York, to advertise 
its four and one-half per cent, guaranteed first mortgage certificates, 
secured the privilege of furnishing pay envelopes to some of the large 
breweries, piano factories and other industrial concerns of the city. Of 
course, the outside of the envelope bears a thrift talk and advertising 
matter of the bank. In some cases, permission is given to enclose a 
postcard to be filled out and mailed for further information. Most con- 
cerns are glad to have a good institution urge their employes to save, 
as they believe that a thrifty worker is better than an improvident one. 



The German-American Trust and Savings Bank, Los Angeles, Cal., 
paid a dollar a thousand for pay envelopes, 31/8x5 inches, of colored 
paper and printed on both sides and inside and out. On the front was 
a big $1.00 to begin the sentence: "$1.00 will open a savings account." 



94 BANK ADVERTISING PLANS 

On the back was a cut of an automatic recording safe for home use of 
depositors. Inside, where it would surely be seen when the envelope was 
torn open was this admonition: 

SAVE SOME 

of this 

By 

DEPOSITING IT 

with the 

GERM A N A 21 ERIC A N 

TRUST AXD SAVINGS BANK. 



The New Netherland Bank of New York uses advertising matter 
printed on slips to enclose in the envelopes with the customer's cancelled 
checks when returned to him monthly. This seems to have produced 
very good results, and is inexpensive. The copy on one of these slips 
is as follows : 

As the season is near at hand when many people will he making- definite 
plans for extended pleasure and vacation trips through this country and 
abroad, we desire to call special attention to the service we render in our 
Foreign Exchange Department. We issue travelers' cheques and letters of 
credit enabling travelers to supply themselves with funds in all the principal 
cities of the United States and foreign countries without the risk of carrying 
the actual cash. 

Safety, convenience and economy are assured by this plan. 



The Old Colony Trust Company of Boston, Mass., uses the envelope 
system of statements to depositors. On the back of the envelope con- 
taining the cancelled checks different advertising copy is printed every 
month and little printed enclosures, advertising the safe deposit depart- 
ment, etc., are also put in occasionally. Here is a specimen of the copy 
on the statement envelope: 

The Trust Department gives its undivided time and energy to the man- 
agement of trusts, both individual and corporate, and to the settlement of 
estates entrusted to its care. It specializes in this line, and is unhampered by 
the outside duties and responsibilities which surround the average individual 
guardian, trustee or executor. 



CHAPTER IX 

CHRISTMAS AXD NEW YEAR 

THE value of a bank's having special holiday advertisments lies in 
the fact that at that season everybody is thinking of Christmas 
and New Year's. The holiday spirit is in the air and it is, therefore, a 
comparatively easy task to get and hold the reader's attention by means 
of such advertising. 

As will be seen from the advertisements reproduced in this chapter, 
banks quite generally make an appeal along the line of starting a savings 
bank account as a Christmas gift for son or daughter. 

Another good idea is to call attention to the fact that Christmas is 
likely to be a time of greater cheer if the family has money in the bank. 

The first of the year is a time for the making of good resolutions. 
It is also a period when interest and dividends are paid. Moreover, 
many persons take account of stock, actually and figuratively, ' at that 
time. So it is very opportune for the banker to make a special appeal 
for depositors then. How some bankers have done it is shown by the 
advertisements from newspapers, folders, etc., reproduced on the follow- 
ing pages : 

From among a number of holly and mistletoe-bedecked greetings the 
wording of a few is selected as follows : 

The Officers and Directors of the Superior Savings and Trust Co., Cleve- 
land, desire to extend to you their sincere thanks for* the degree to which you 
have contributed toward the growth of the bank during the past year. 

The hope is earnestly entertained that the good cheer of the season may 
come to you in full measure, and that the new year will be one of greater hap- 
piness and broader accomplishment than you have heretofore experienced. 



The Bank of Commerce, Cleveland, uses a beautifully illuminated 
quotation from Dickens, as follows : 

"It was always said of him that he knew how to keep Christmas well, if 
any man alive possessed the knowledge. 

"May that be truly said of us, and all of us! And so, as Tiny Tim ob- 
served, 'God Bless Us Everyone.' " 

On the outside cover were these words: 

The Officers and Directors of the Bank of Commerce, National Association, 
Cleveland, wish you a Merry Christmas and a very prosperous and Happy 
New Year. 



BANK ADVERTISING PLANS 




WHAT ARE YOU GOING TO 
e «,CEiv /A >BE THIS YEAR— 
<^B(f A GRASSHOPPER 
r 'ORAN ANT?/ 




BANK OF SANTA MONICA 

Third Street and Oregon Avenue 
«OBERT F. JOVE" "• 



tesSAF 



% Grfc* 



iirm 



low? 



2* 



, 



v ( ,:,i)i 



PETER COOPER, who when yet alive, gave 
0.000 10 found Cooper Union in New York City. 
„...ed only $21 a yea, fo, lho,li.« two years he was 
In ilT.it cilv. He was an apprentice In a cnachmaker. 
He J.WED $20 the first two years and put it in the 

MaKe OUR BanK YOUR BanK. 

' We pay liberal interest consistent with safely. 

OAKLAND COUNTY SAVINGS BANK. 



flAIL THE GLAD NET YEAR 




UNION NATIONAL BANK 





IF YOU DEPOSIT 

Jin u ar, 5. i9ii. 

I JANUARY FIRST 
Citizens Trust Co. 







BE HAPPY 

Mi Happy New Year 

THUijRTHAMPTON 
NATIONAL BANK, 




fmi_"JANUAaV J9D 
':.' " 3 I V 6 7 

tf 9 10:102.13. £ 

SAVINGS i 
ACCOUNTS | 

opened duris^he | 
<,Firsf Ten Bobine*) I 
day* of January are 
allowed Interest' at) 
three per cent from i 
the fir.t of the montk 
FIRST TRUST AND 
SAVINGS-BANK j 

The Stock of thu Bank ia 




NEW YEAR BANK ADVERTISING. 



The United Banking & Savings Company, also of Cleveland, said: 

We take this opportunity of suggesting the propriety and fitness of sav- 
ings accounts as Christmas gifts. However small the amount of such a gift, it 
leaves the recipient free to make the most desirable use of the money accord- 
ing to his own ideas, and may often prove the foundation of a substantial sav- 
ings account. 



CHRISTMAS AND NEW YEAR 



97 



At the same time we desire to express our appreciation of your part in 
contributing toward the remarkable growth of this bank during the year now 
nearing an end. AVe wish you all the happiness and good cheer of the holiday 
season and hope that the New Year may be one of unparalleled prosperity for 
you. 




HOLIDAY ADVERTISING OF BAXKS, 



The Citizens Saving and Trust Company of Cleveland, in a folder, 
said this: 

A well established and popular custom is to open savings accounts at four 
per cent, interest with this bank and present them to children, relatives or 
friends as Christmas gifts. In order to make the gifts attractive, we place the 
bank books in special holiday envelopes, and, if so requested, we will mail 
them with your cards to any addresses furnished, so that they will be received 
on Christmas morning. 

Deposits of one dollar and upward solicited. You can bank safely and 
convenientlv by mail. Send for booklet. 



98 



BANK ADVERTISING PLANS 



^^»riV»V^^ v ♦. will last for a, 

-^* ^.tVV^ ,. c^.** > of your regar. 

-.♦♦ *Q&^^ ■■*&?<*&£* A you really w= 

iOV^.V. *!>^»'f>^f<*^. V who wouldn't 



Kind Employers, Here's a Tip 



employe t 



our Banking depart 
Secure Bank Books v 

houghtful way. 

Deposit; 




mploye for a dollar or two that 

arry length of time, or be tak-en as an evidence 

your regard? If you have people working for you that 

really want to see prosperous, contented and ambi- 

start ban,k accounts for them? Others 

with very gratifying results. A person 

ppreciate such a Cbristrr 

rely upon. 





% Intcrc 
on Savings 









< lt-.l''s '^ v 'ct, ,/W. *T« 



H(§£jDAY books 



books are read ■ 
INTEREST, (4 
appropriate pre: 



nterest when once read, but onr 
CONSTANTLY INCREASING 
We know of no better or more 



: of our savings pass books with a generous fig- 
on the e.edit side of it. Satety sod prosperity 

Haverhill Trust, Company, 

163 MERRIMACK STREET. 
Branch Office, 35 Washington Street 



| Capital City State Bank f 

5 Total Resources IX Million Dollars S 

$$$$$$$$$$$$ S$$$ $$ssssf ' 



1° br eak 
^ k du, 



^««2 ??»*** 



f y the 



s avi n 



8 habit 



«a 






S//y 4 






PcrggWlbt 






Mui, OH 



Streets 



OoH at . 



.BANK ACCOUNTS 
Ft)R CHRISTMAS GIFTS 

nave many advantages over almost anything 
else you could select— 
They are the most sensible, practical, last- 
ing presents you can "give your wife, son or 
daughter or any little friends you wish to 
remember. 

Bank Books for Christmas 

are put up in handsomely 

embossed envelopes. 

Accounts may be opened with one dollar or 

any amount you desire to give. 

4 Per Cent Interest 

Compounded Semi-Annually. 

THE UNION 
SAVINGS BANK 

Frick Building. 

Sank Open UatU 9 O'Cloek Saturday Eveoioga 



f 



P*» 



v»V» 



■*£&&* 






■*%*&« 

<*<■*! 






tferrW 




THESE ADS. FIXD A RECEPTIVE AUDIESTCE. 



The Fidelity Trust Company of New York sent out a beautiful 
holly-embossed check to stockholders just before Christmas with this 
notice : 



CHRISTMAS AND NEW YEAR 



99 



We take pleasure in enclosing a Christmas dividend of two dollars per 
share on the number of shares of the capital stock of our company registered 
in your name, at the close of business, December 21. 

We wish you a Merry Christmas and a happy and prosperous New Year. 













HAPPY NEW YEAR. 



The Houston (Tex.) National Exchange Bank said: 

The Christmas shopping is always done in a time when you are in a hurry. 
There are so many things to be bought and prepared for the happy day that 
you have scarcely time to think. 

So it is when misfortune or financial trouble comes; everything else seems to 
fade into the background save the one difficulty. 

A savings account is always the friend you need under such conditions. 
Financial troubles vanish when the savings account is brought into use. 

We pay four per cent, on savings accounts. 



100 



BANK ADVERTISING PLANS 



There Is No Better 
Christmas Gift 



The Union Savings Bank 

"WHERE SAVWGS ARE SAfl" 



yr% tJo hvtiait, y£- 



(Money to Spend at Christmas 



Pittsburgh Bank For Savings 



Fourth Avenue and 




THE 

American National Bank 
Pendleton, Oregon 




The Christmas Gift Pnolem- 
Ut Us Help You Self* It 



Pittsburgh Bank fcr Savings 

Close to Postoffice, Smlth/lefti and Fourth 





In.- h'.ilnl.tv spirit to 

what would happen if y< 

suddenly sinnM ilws not make for Ctiri 



t before another Christmas comes 

Try the savings plan of keeping the wolf 
from the door 3 per cent., interest, compounded 
ally will add materially to your savings. 



Poverty-A Christmas Advertisement i 

A LlrtlMi PKtSENT 



A CHECK FOR CHRISTMAS 



Special Helps to the Thrifty 



help you ifyoi 
pponunity— by our CALENDAR SAFES 
and our CERTIFICATES OF ~™~ 



Money is a particularly agreeable present to receive 
al Christmas, or any time, for that matter. 

In making a present ol money the form :s important. 

Currency (bills and silver) does not seem to be iust 
the thing. 

Gold coin is hard to get and is not convenient. 

A check on your bank for the amount you desire to 
give is iust the thing. 

In order to give such a present you must have a 
bank account It is worth starting an account just to be 
able to use checks in all vour payments. 



When you make your son or daughter a Christ 

in. is present h\ starting., savings account i 


represented l.> 


the lir 
Ihat 1 


tilnil 


consider oarueslb [lie far-reaching influences o 




fr..i/, 


the request of their parents 


young people. 


."■','! i'i';; 


IS 


accounts later on 
hing to leach thrift i 

orkings of a saving 


tcmatically an 


dget i 


e benefit 


l 3Tg£*£ 



This 191 1 Calendar Safe will Help Vou Save. 


We will let you have a handsome calendar 

> ,fe. free of charge to use in your home to en- 

' our. ige saving It is nude of steel handsomely 

i!"L'd'to'si'de '.r.lesk .r wan T ikes all coins from 
■1 penny to a silver dollar al... ''.11- The m-.i,.-) 

brought to the bank to be unlocked and have con- 


-,., ,,'..,'..'". ','.''•'' ",'. '",".,'. '.':.' i '■ ;, '.|.c Safe is 



Second National Bank 

Cooperstown. N. Y 

Capital $ I 50.000 Surplus $ 1 60,000 

Deposits $1,400,000 




The Best Christmas Gift 

in the World for 
One Dollar 

Kth * «ntfe rtellar yoa nn own a-Saving> Accot 



&mk hooks /or Christmas gtju are 
*p uttpeaalmve lopes beautifully 
befiai with holly in colors. 



TheUnionSdving s BdRk 

■ HTiejvJaviitdjaJvSafe ' 



leach the Children to Save 



PITTSBURGH BANK FOR SAVINGS, 

FOURTH AVE. AND SMIThnELD ST 



A HALF-PAGE AKD SOME SMALLER CHRISTMAS 




CHRISTMAS AND NEW YEAR 



101 



SANTA CLAUa p BUSY SEA80N 






AMOUNT 


Dollais 






j 

1 

1 






j 

- 

. 










.__ ! 

"i I '""" 



The Wachovia Loan & Trust Co. will acknowledge remittance on day of 

id mail books mst befnre Christmas. 



SOME CHRISTMAS SUGGESTIONS. 



CHAPTER X 

CALENDARS 

THANKS have become large users of art calendars during the past few 
-"-^ years. The bank that puts out something distinct and exclusive 
each year certainly impresses its name indelibly and favorably upon the 
minds of the community. 

If an art calendar is of the right sort, illustrating a subject that 
appeals to the people, it hangs in a conspicuous place in the home for a 
year and sometimes longer. It does not go into detail, but it tells its 




/ms t/AWAJtr mm 
4~ ~sr -ir ~r-T / I' 
3 4 S 8 7 8 9 
fO // /«? /3 /4 /S /ff 
/? /8 JO 20 2/ 22 2$ 
m, 2$ 26 27 28 2.9 30 



CALENDAR OF THE LINCOLN CENTENNIAL YEAR. 

story over and over both to those in the home and to their friends and 
neighbors. It is worth while that a majority of a large population, 
when it thinks of a bank, should think of your bank. That is what 
calendar advertising does. 

Art and utility can be combined in a calendar so that it is a useful 
and highly appreciated gift to your customers. For general distribu- 
tion the calendar pad should be fairly large so that the dates can be 
easily read. Some date pads are so small and there is so little contrast 
102 



CALENDARS 103 

between the paper on which they are printed and the type, that their 
utility passes almost to the vanishing point. 

The subject matter of a calendar may be anything that an individual 
may fancy. The buyer, however, should remember that he is not buying 
for himself alone and should endeavor to select a subject that is sure 
to appeal to many persons. Whenever possible, it is well to have an ap- 
propriate subject, one that suggests some phase of the banking busi- 
ness to which the wording of the ad. may point. In one instance a bank 
used a picture of a row of bulldogs, the title of which was, "The Com- 
mittee of Safety." Tiie ad. used suggested that the directors of that 
bank were a committee of safety for the depositors. In another instance 
a painting entitled "Safely Guarded," was used and a line on the calen- 
dar read, "The officers and directors of this bank place every safeguard 
about the funds of depositors." 



The Waco (Tex.) State Bank annually sends out a maturity calendar, 
which is a useful present for cashiers, bookkeepers, note clerks, bill 
clerks and everyone who has to figure maturity paper at thirty, sixty and 
ninety davs. 



The Northern New Jersey Trust Company, Edgewater, N. J., used a 
postcard series, a different card every month, carrying a current calendar 
and some good advertising of the institution. 



The West End Savings Bank & Trust Company of Pittsburgh sent 
out with its calendar this little preachment : 

A YEAR OF OPPORTUNITY. 

As you use this calendar day after day and month after month through 
the year 191:2, the message that we would have it bring you is one of OPPOR- 
TUNITY — especially opportunity to get ahead financially. 

It is the function of the church anid the school to help people build a moral 
and mental foundation for life. The savings bank stands for INDUSTRY and 
THRIFT in material things. 

Practically all of the world's great men have gone on record as to the 
wisdom of wise economy of time, resources and money. But even if this were 
not so, your own observation and experience are sufficient to point out the path 
of saving rather than that of prodigality. The former almost invariably leads 
to success; the latter almost invariably, to failure. 

If you have not yet started on the highway of thrift, begin now and con- 
sider each day of this year an opportunity to make progress in that direction. 

If you will make an iron-bound resolution to save a portion of every dollar 
you earn this year, you will surely get ahead. 



104 



BANK ADVERTISING PLANS 



There can be no other result. 

And do not forget that having an interest-bearing savings bank account is 
both an aid and an incentive toward making the most of your opportunities. 

This strong old institution pays FOUR (4%) PER CENT, compound inter- 
est on savings. You can open an account with as small a sum as One Dollar. 

Trusting that 1912 will indeed be A YEAR OF OPPORTUNITY for you 
and that you will prosper in it, 1 am, Yours respectfully, 

H. S. HERSHBERGER, Treasurer. 



Li 



DON'T BE A 

KNOCKER 



"V&gr 



Ride your Httle bammer and try 
to speaic m\\ of others, 

CMben a stranger drops in, 
lolly bint. 

Don't discourage bint by speak" 
in® ill of your neighbors* 

there' $ no end of fun minding 

your own business. 

It makes people like yon. 
Ho one admires a knocker. 



1908 ~<Ju/frARV~ 1908 



^Suff. 


ifort 


71/e. r Wed. 


Thu. 


Tm. 


Sat. 


'ieth 


1 


' 2 


8 


4 


5 


e 


z 


8 


9 


10 


U 


12 


m 


14 


IS 


16 


1Z 


18 


19 


20 


21 


22 


28 


24 


25 


26 


2Z 


28 


29 


SO 


SI 


L %£- 



GOOD ADVICE OX A CALENDAR. 



The Peoples State Bank of Detroit, Mich., issued a "Business Calen- 
dar for the United States and Canada, 1913-1914." It contains facts 
about days of grace, interest rates, holidays, the negotiable instruments 
law. etc. 



CALENDARS 105 

The Citizens National Bank and the Raleigh Savings Bank and 
Trust Company of Raleigh, N. C, have used an "Every Day Almanac 
and Home Helps" publication. 



The Lumberman's State Bank of Bruce, Wis., sends a letter with 
its calendar souvenir. An officer says : 

These were done by one of our circular letter houses, and the names added 
in like type. We had a very good job of work done, and the ribbon was a per- 
fect match, as the order was placed with the understanding that the job would 
not be accepted unless it was. The letters were all signed by the writer and 
enclosed was a card, self addressed. No calendars were given out under any cir- 
cumstances unless the card was returned either by mail or personally. So far 
as the subject matter of the letter is concerned, we know it might be vastly 
improved. However, in announcing the offer of these calendars we aroused 
curiosity as to the subjects. Our aim was from the kindly expression of the 
letter to impress upon the recipients the fact of our existence, and by the use 
of the card make them call at our bank or retain their interest in the calendar 
and in us for a sufficient length of time to associate this bank fully in their 
mind and stamp it there for a period of time. We have followed out this 
plan for a number of years, and we have had many compliments on it. We 
always aim to give good value in our souvenir. 

A calendar letter sent out by the Mechanics Bank of New Haven, 
Conn., was as follows : 

Dear Sir: 

We take pleasure in advising you a copy of our calendar for the promising 
year nineteen hundred and twelve has been placed in the mails for you. 

Should it come out on time and in good order, and even get hung on the 
same old nail, it would give us satisfaction to know it. 

Should it fail to arrive, we will send you another copy if you will give us 
the chance. 

The chief value of a calendar is, of course, prospective. With retrospect it 
has little to do. It presents days to come for deeds undone. It deals largely 
with futures. Starting out with days aplenty and opportunities abundant, it 
hangs on until neither day nor opportunity is left us in the year for which it 
stands. 

This calendar will reach many who have kept company with us since they 
first began to use a bank. Good old friends and clients: Your confidence, your 
constancy, your cooperation, are more appreciated each passing year. 

The calendar will also go to some who have, during the year nineteen hun- 
dred and eleven, first entrusted to us the care of their banking business. 

This seems a good time and place to say to such that we appreciate the 
opportunity you have given us and shall endeavor to so use it that our business 
connection shall be long and increasingly agreeable. 

This calendar will also go to some who have not as yet opened an account 
with us. We realize that confidence is a plant of slow growth and that such 
actions are not to be governed by a time table. Nevertheless, we hope, ere this 



106 



BANK ADVERTISING PLANS 



calendar year isi used up, that a financial relationship shall be established be- 
tween us. 

Our new and commodious banking building at Seventy-Two Church street, 
next to the Postoffice, will be ready about February first, where there will be 
a special department for ladies; a round door vault offering the best and most 
modern burglar and fireproof equipment for safe-deposit business; and a loca- 
tion so central that it should appeal to all. Cordially, 

W. H. DOUGLASS, President. 



J 












j 


1913 




JA 


NUARY 




1913 


SUM 


MO» 




WEO 


THU 


fm 


SAT 


5 


e> 


7 


1 

8 


| 


10 


11 


12 


13 


14 


15 


16 


17 


18 


19 


20 


Z'\ 


22 


23 


24 


25 


2o 


21 


28 


29 


30 


31 





A DESK CALEKDAR 

(Courtesy of Brown & Bigelow, St. Paul.) 



CHAPTER XI 

THE BANK HISTORICAL 

THE argument of age is one of the very strongest that any bank 
can use to prove that it is worthy of the confidence of prospec- 
tive customers. 

If an institution has lived and prospered for twenty-five, fifty or a 
hundred years, it is reasonable to believe that it is stable and will con- 
tinue to live and prosper indefinitely. 

Any financial institution, therefore, is fortunate when it is in a posi- 
tion to call attention to its long and successful service in the community. 
Many banks are doing so by getting out attractive and interesting book- 
lets, combining in their contents historical matter and information about 
facilities and service. 

"State Street" is the title of a booklet of this sort issued by the 
State Street Trust Company of Boston, Mass. This "Brief Account of 
a Boston Way" is ably written and quaintly illustrated, the originals of 
many of the cuts used being part of the decorative scheme on the walls 
of the company's building. 

The Chatham National Bank of New York, now merged to form the 
Chatham and Phoenix National Bank, some time ago got out a booklet 
calling attention to the fact that it had been doing business at Broadway 
and John Street since the middle of the last century. 

The booklet gave an outline of the history of Chatham Street and 
some of its landmarks. The illustrations consisted of pictures of New 
York more than fifty years ago and of events that happened about that 
time. There were also good views of the interior of the bank. 

The Fulton Trust Company of New York issued an interesting life 
of Robert Fulton. It contained no advertising aside from the na.ne of 
the company. 

"The Story of a Successful National Bank and How it Grew" is the 
title of an attractive booklet issued by the North Adams National Bank 
of North Adams, Mass. This is an especially good piece of advertising 
literature because it devotes a due amount of space to an account of the 
facilities the institution has to offer the public. In addition it gives an 
historical sketch of the bank and its founders. 

The Guardian Savings & Trust Company of Cleveland, Ohio, got out 
a handsome booklet in antique style. Its scope and purpose are indi- 
cated by the title: "Yesterday and To-day, Being a Story by Word and 
8 107 



108 BANK ADVERTISING PLANS 

Picture of the Growth of the City of Cleveland and of One of the Lead- 
ing Institutions Thereof." 

"Ye Story of ye Oldest Bank in America" is the self-explanatory 
title of an interesting little book printed for the Bank of North America 
in Philadelphia. It contains some valuable historical data about our 
early struggles to get a good currency and tells how Robert Morris, the 
financier of the Revolution, founded "The Bank of North America," 
which was chartered by the Continental Congress in 1781. 

One of the New York City banks took advantage of the historical 
idea by telling about "The Old Wall Street" in an attractive booklet 
worked out along lines similar to those described in connection with other 
booklets. 

In "The Life Story of a Bank" the Bridgeport National Bank of 
Bridgeport, Conn., summarized the first hundred years of its history, 
giving portraits of its presidents and views of its various homes. This is 
the opening paragraph: "One hundred years of active usefulness con- 
stitutes a career to be viewed with pride and satisfaction. The length of 
the lifework of the individual who attains great age is shortened by the 
periods of infancy and youth and by the ills and infirmity of advanced 
age, but an institution may spring into being full grown and matured, 
and with increasing years constantly broaden in usefulness to the com- 
munity which it serves, by reason of its added experience and resources, 
and the character of those who are drawn into connection with it." 

The Brooklyn Bank in a covered leaflet entitled "Interesting Bits of 
History" gave some of the important facts in the history of that im- 
portant part of New York City. It was well illustrated and made an apt 
connection between the history of the city and that of the bank. 

The National Bank of Commerce of Detroit printed with its state- 
ment folder a sketch of the "Griffon," the first vessel of commerce which 
arrived at the site of Detroit in 1679, and also a picture of Detroit's 
imposing skyline of the present. 

With a statement the National Bank of the Republic of Chicago 
printed the prophecy of La Salle, who in 1671 on the site of the future 
Chicago predicted: "This will be the gate of the empire, this the seat of 
commerce." 

"A Pioneer Bank" is the name of a booklet issued by the Peoples 
Savings Bank and Trust Company of Moline, 111. It contained interest- 
ing historical data and illustrations. Among the latter were reproduc- 
tions of the bank's first business card and of the original notice of the 
Comptroller of the Currency giving the bank authority to do business. 

"The Bank Historical" is the title of a handsome book issued by the 



THE BANK HISTORICAL 



109 



Bank of Pittsburgh, National Association. As indicating the style of tfi" 
reading matter the following paragraph will suffice: 

"Pittsburgh and the Bank of Pittsburgh have grown up together. 
The bustling, hurrying municipality that is now the industrial centre of 
the world was merely a country village of less than 5,000 inhabitants 
when the Bank of Pittsburgh was organized and all through the years 
that have passed since then the city and the tank have grown together 
steadily and substantially." 

"Through Fifty Years, the Story of a Bank's Progress," was issued 
by The New York County National Bank in commemoration of its semi- 
centennial anniversary. This book confines itself strictly to the history 
of the institution, not branching out into any general historical allusions. 

A booklet of the First National Bank of Boston, Mass., outlines the 
history of the institution and reproduces an interesting picture of the 
"Manufactory House" in Long Acre (Tremont) street which for a long 
time was occupied by the Massachusetts Bank, one of the direct ante- 
cedents of the First National. 



The 
Center of an Industrial Empire 

A LITTLE did the first settler at the source of 

M» -the Ohio, dream of the vast empire of~tndustry 

"he was founding. And yet, had he intended to 

establish here the industrial center of the country. 

he could not have chosen better, for such has 

Pittsburgh become. 
Her blazing furnaces, her smoking chimneys and her 
busv lactones proclaim her "the nation's forge and anvfl," the 
workshop of the New World. 

Her varied products, made in 5,000 factories and mills, by 



Contiirually busy are her nvers and railroads for it is their 
task to transport her 160,000.000 tons of freight annually 

' To finance her industries. Pittsburgh has many banks, 
strong and conservative. In the front rank of these is the 
Mellon National Bank, one of the twenty big national banks 
of the land, with capital and surplus of S6,ooo.ooo and re- 
sources of $45,000,000. 

Its hundreds o( Direct correspondents receive the best of 
banking service. This same service is offered to other banks, 
bankers and trust companies in all parts ol the country. 



Utllr I 



I'nyu-ili, 



MELLON NATIONAL BANK 

PITTSBURGH 



AX HISTORICAL BAXK ADVERTISEMENT. 



A California bank in one of its advertising booklets reproduced a 
photograph of the bank building in 1867 and a newspaper clipping of 
the article announcing the incorporation of the bank. 



110 



BANK ADVERTISING PLANS 



IE FLORIDA TTMES UNION. JACKSONVILLE FLORIDA. THURSDAY 




THIRTY-SIXTH ANNIVERSARY GREETINGS 

May First, Nineteen Hundred and Thirteen Marks the 
Thirty-Sixth Anniversary of Our Business Career. 





HISTORY 






*T\ODAY WE BEGIN' our thirty-* > year of business life as bank 

disastrous speculative r.-.rio.]... and the panic years of 1&&4..16: 
l'jrc. iM-cting all our obliga' i-n;. anj di-cljaTginK aJl'our trusts with 
lute fidelity. 


s. 


As Jackscmvil 


c has grown from a'small tmvn to its p 


« »' P ridc 
yo/aepmn 


2- 


— "' 


our cvperience Florida's business men 
BARNETT NATIONAL BANK 


has put u 







POLICY — 






-S7"OUR ACCOUNT will be welcc 
Y this Bmk. where yoil are asst 

Our desire is to serve you 


red of absolute security and the- most 


Acl.h.MS In :\l.(;l,-5a\IUCN Ao'. unt- 

Safe' Deposl" Boxes (or rcn ™n 0° 

Travelers Checks and Letters oi 


notes given in 


. Individual Accounts, 
payment for real estate. 


BARNETT NA 









1877 



THE 
OLDEST 

BANK 
EAST OF 
TALLA- 
HASSEE 



1913 




1877 



SINCE 

1881 

THE 

LARGEST 

BANK IN 

FLORIDA 



1913 



Report of Condition of 

The Barnett National Bank of Jacksonville 

AT THE CLOSE OF BUSINESS 
April 30, 1908 April 30, 1913 



RESOURCES LIABILITIES 
Loans and Discounts S3.076.562.94 Capijal . . . , S 750.000.00 

Bonds and Securities . 242.244 .47 Circulation . . .... 282.500 CO 

Banking House 110.000.00 Deposits : 4,434,51445 

Banks . . 1.437.591.46 

S5.512.UO.74 ' S5.512.110 74 


j 


RESOURCES LIABILITIES 

Bonds and Securities .... 013.110.54 c "^ ti OQ "'"' " 379 997J0 
.'-■ne 50^11060 Deposits .. . 6.667.97019 
Due from U S Treasurer -19.000.00- v 
Ca.h ... Vault and Due 

S8.476.474.09 $8,476,474.09 



Increase in Total Resources in Five Years $2,964,363.35 





DIRECTORS: 


if 


OFFICERS: 


W D BARNETT E CLONC 

JOHN G.. CHRISTOPHER CEO R DcSAUSSL'RE 




YV D DARNETT Chairman OI the Board 


J. H CROSBY HARLOW BARNETT 




t/sDAMS. President R.. E. WHEELER. Cashltn 


VV A. BOURS A ('. COIMF.K 


GEO 


i n f SAUSSL'Rli. Vice Pre; t VV, R.McQUAJD. Ajs't Cashier 


BAlNBRID'.t" III. H Kl.-.-.f) NAD\MS 












D. I-i DOIC 


mi 


.GEO cWKlRK. JR., Asst Cashier. 







A FULL PAGE BAXK ASTXIVERSARY ADVERTISE MEXT. 



In a Sunday issue of the "Herald-Dispatch/' of Huntington., W. Va., 
the First National Bank of Huntington ran a full page advertisement, 
which carried out a very good idea in a novel way. It is not at all un- 



THE BANK HISTORICAL 111 

usual for a bank to publish, side by side, its earliest and latest state- 
ments, but this bank had line cuts made of the actual statement blanks 
filled in. The first call statement was dated April 24, 1884. Nothing 
less than a full page would have answered for an advertisement of this 
kind, and even at that a good deal of the matter was rather fine for 
ordinary eyes. 



The National Nassau Bank of New York gave out a terra cotta wall 
plaque or medallion, bearing the bust of William II. of Nassau, from 
whom Nassau street, and thus indirectly the bank itself, takes its name. 
This historical account accompanies the plaque : 



in olden days Nassau Street had a much homelier and longer name. A cer- 
tain old Dutch woman opened a pie shop somewhere along its length and her 
pies won so much local fame that the thoroughfare on which she lived was called 
"The Street That Leads by the Pye- Woman's." 

It was not much of a street in those days, and wheeled traffic could not well 
go through it. For in 1696 one Captain De Kag begged that a wagon road be 
constructed, leading out of Broad street to the street that leads by the pye- 
woman's, leading to the commons of the city. 

William, Prince of Nassau, of the house of Orange, was a bright figure in 
European politics at the time when a shorter and more suitable name was sought 
for the newly improved street that passed the pye-woman's door. 

Moreover, the Prince of Nassau was a Dutchman. And the Dutch were 
still a large proportion of New York's population. So the thoroughfare was 
named Nassau street. 



The first national bank in operation in the L T nited States was the First 
National Bank of Davenport, Iowa. It was given charter No. 15, but 
owing to the enterprise of Austin Corbin and its other founders it did 
not wait till July 1, 1863, when most of the earliest national banks 
opened their doors, but it began business Monday, June 29th, 1863, and 
for two days enjoyed the honor of being the only institution in the 
Avhole country operating under the National Bank Act. 

It was very fitting, therefore, that in 1913 this bank should celebrate 
the fiftieth anniversary of its founding. This the bank did by issuing a 
splendid historical volume of 175 pages. The book w r as illustrated with 
portraits of the bank's nine presidents and pictures of its old and new 
homes. 

Another of the earliest national banks was The First National of 
Chicago, whose charter is No. 8, and this great bank also signalized its 
fiftieth anniversary by getting out a handsome and substantially bound 
book of 87 pages. 



112 



BANK ADVERTISING PLANS 



The Merchants-Laclede National Bank of St. Louis issued an attrac- 
tive brochure giving historical matter regarding early St. Louis. It was 
entitled "Laclede, the Founder of St. Louis." When the banking room 
of the Merchants-Laclede National Bank of St. Louis was remodeled, a 
place of honor was made above the entrance. It was decided to put there 
the bust of Laclede, whose name had been borne by the institution near- 
ly half a century. The time was deemed fitting to recall the founder's 
personality and to present a concise narrative of the founding, with the 
reasons why St. Louis may feel pride therein. 



In a folder the Commercial National Bank of Chicago repro- 
duced the notice of authorization for the bank to commence business. 



M IKS _ 

rco..ciiic»go,ru.' 



QOMMERCIAL NATIONAL 
Bank* of Chicago. 

Capitol....- „ $200,000 

Privilege to increase to 600,000 

13 CMBK OTBEBT. 

MRKJTOBSt 
g. O/WTl XIAM8, M. 8. 8 AOOff, 

WH ' en * I3 -cjub«3 m&£ WB8rfAU ' 

"This Bank bes T>een-org»n(zei onderttje Rations! 
Basking Law. and tanow prepared to do a 

General Banking Easiness. 

Strict attention wtQ be given, to tfie bnrtnew ot 
Coumrj Correspondent*, and Accooats wtto Country 
Bankers will bji.opened on tbc most favorable terms. 
P. R. WES? FALL. Prest. 
W. H. BKN1B, Vl*e Prest. 
CHiBLEsEKSiB.Casbler. „ 

ja30g*SriH M WA>B6lC9tM W»F>g 



FIRST ADVERTISEMENT 
From Chicago Tribune, January 30, 1865. 



THE BANK AD. PKIMEVAL. 



signed by Hugh McCulloch, the first Comptroller of the Currency, and 
also its first newspaper advertisement and first published report. The 
old newspaper advertisement is shown herewith. 



Another historical bank publication is a cloth-bound book entitled, "A 
Century of the National Bank of the Northern Liberties of Philadel- 
phia." The book, consisting of over fifty pages and thoroughly illus- 
trated bv half-tones, is a model for a commemorative work of that kind. 



The Commercial National Bank of Shreveport, La., issued an inter- 
esting half century Confederate memorial calendar. It gave portraits 



THE BANK HISTORICAL 113 

of leaders of the Confederacy, reproductions of the Stars and Bars, mon- 
uments, a map of the Southern States, and on the back of the calendar 
were Confederate songs and poems. 



The Naugatuck (Conn.) Savings Bank issued a booklet entitled: 

A Tribute to the Thrift and Saving of the People of 

NAUGATUCK AND VICINITY 

In Commemoration of the 

FORTIETH ANNIVERSARY 

of the 

NAUGATUCK SAVINGS BANK 

And the Opening of its New Banking House. 

Banks issuing histories of this nature perform a real service to their 
communities by preserving historical data concerning the community 
itself. 



The First National Bank of Boston presented a booklet giving "A 
Brief History of American Currency, from Wampum to Nickels," which 
was very interesting and of permanent value. 



How to use the historical idea in a bank advertisement without losing 
sight of the bank at all is shown by this advertisement: 

BACK IN 1810. 
The first savings bank was founded in 1810 by Good Doctor Duncan, .a 
Scotch minister. It was not a success at the start. Many people preferred the 
clock, the stocking and the teacup in the cupboard for safety. Nor were they 
any more foolish than are many persons in this year 1911, with all the con- 
veniences of the modern bank nearby. 

This bank is an established business — a part of the life and business of this 
community. It is worthy of the confidence of the people. Its officers and 
directors are men whose business experience is broad — their integrity unques- 
tioned. 

FARMERS AND PRODUCERS NATIONAL BANK 
Sistersville, West Virginia 



One of the most pretentious bank historical works ever issued is the 
history of the first century of the Merchants National Bank of the City 
of New York, compiled from official records at the request of the di- 
rectors by Philip G. Hubert, Jr. It is a handsomely bound and illus- 
trated book of over 200 pages, covering very completely the history of 
this bank from 1803 to 1903. 



114 



BANK ADVERTISING PLANS 



Upon entering its new home in lower Broadway, New York City, 
the Guaranty Trust Company published an article by F. W. Ellsworth 
on "Broadway and Liberty — Yesterday and To-Day/' an excerpt from 
which follows : 

The very first building to be erected on Manhattan island by civilized man 
was a trading house built in 1613. It was located down at the southern end of 
the island not far from the foot of Broadway. Unpretentious it was, and ex- 
ceedingly crude — indeed, the histories speak of it not as a "building" but as a 
"hut." Nevertheless, its purpose and location were alike significantly prophetic, 
for to-day nowhere in the New World is there a business neighborhood which 
rivals in wealth and importance the scene of this early structure. Little did the 
builders suspect that in later years there would grow up on this same island a 
city numbering millions, and that almost within a stone's throw of their modest 
little hut there would one day be a business community which would be the 
very center of the trade and commerce of the Western Hemisphere. 

It is fitting and appropriate that in this year of our Lord 1913 — exactly 
three hundred years afterward — we should celebrate the completion of another 
building devoted also to business, whose location likewise is on Broadway and 
in that neighborhood which witnessed the rearing of its humble forbear three 
long centuries ago. 



The National Bank of the Republic, Chicago, in one of its booklets 
quotes the explorer La Salle standing on the site of Chicago as follows; 

This is the lowest point on the divide between the two great valleys of the 
St. Lawrence and the Mississippi. The boundless regions of the West must send 
their products to the East through this point. Everything invites to action. The 
typical man who will grow up here must be an enterprising man. This will be 
the gate of empire, this the seat of commerce. 




PIS CMAQIM 3OTHMG® HilK 






'(($) 



~/:K 





s*s§&iE^g 






Pros!' 



A VERY OLD BANK XOTE. 



CHAPTER XLI 

THE CONTEST IDEA 

CONTESTS of various kinds have proved very efficacious in stimu- 
lating popular interest in banking institutions, and undoubtedly 
have brought business, directly or indirectly, to the banks which have 
conducted them. 

A popular contest creates a great deal of discussion and arouses such 
general interest that the bank gets a lot of valuable free publicity from 
it. Then if an exhibition is held at the bank it brings people into the 
building and provides an opportunity for personal contact between the 
bank officers and the public. When prizes are announced, there is an- 
other opportunity to bring the bank to the favorable attention of the 
public, much of the publicity being secured without cost. 

Following are facts concerning a variety of popular contests which 
banks have conducted with success, not only from the standpoint of the 
bank's own interests, but also from that of the general good of the 
community at large: 

The Cleveland Trust Company, to stimulate habits of thrift in the 
children of Cleveland and vicinity, announced twenty prizes for the best 
essays on the subject "Saving Money," to be written by children under 
fourteen years old attending school in Cleveland and its suburbs. 

First prize, $25.00; second prize, $20.00; third prize, $15.00; fourth 
prize, $10.00; sixteen prizes, $5.00 each. 

Essays to contain not more than 350 words; to be written in the 
child's own handwriting and mailed to the Cleveland Trust Company 
within a month. Names, ages and addresses of contributors to be sent 
in with essays, but on separate pieces of paper. 

Six hundred and fifty-three essays competed for the prizes. 

The first prize essay, written by Dorothy Rose, thirteen years old, 
was as follows: 

A long time- ago — when I was a kindergartener — somebody I like very much 
bought me a little clock. It was a clear little clock that looked like a wee house, 
and it had an opening in the roof through which I could drop my pennies — 
for the little clock was a timepiece, and a house and a savings bank all in one. 

And somebody I like very much wrote a verse about the clock and pasted it 
on the back. Here it is: 

I put my pennies in a clock — 

Although that may seem funny, 
And when I hear the tick-a-tock 

It tells me time is money. 

115 



116 



BANK ADVERTISING PLANS 



The little clock still sings its song of savings, for it is a stout little clock 
and hasn't minded in the least the many shakings I have given it. I don't 
often overfeed it, although on several occasions it has choked up and been 
taken to a downtown bank to be relieved — always coming home as cheerful and 
hungry as ever. 

I think I owe my little clock something more than winding and dusting. It 
has taught me the pleasure of saving — for it surely is a pleasure when you meas- 
ure it by results. My savings have been small, smaller than they should have 
been, no doubt, but there is a modest balance in a downtown bank that waits 
my call — and grows as it waits. 

I haven't thought much on this subject of "Saving Money," but there are 
two or three ideas that impress me. 

In the first place, I never missed the pennies and nickels and dimes I saved, 
and my little balance in the savings bank brings a pleasant feeling when I re- 
member it is there and always growing — through interest and additions. 

The possession of this balance gives me a comfortable sense of ownership 
and a feeling of mastery — for my money is working for me, day and night, hour 
after hour, steadily, uncomplainingly — like the little clock on my table upstairs. 




A BANK THAT ENCOURAGED FRUTT GROWING. 



THE CONTEST IDEA 117 

The Iowa State Savings Bank of Burlington, Iowa, announced its 
annual Seed Corn Contest as follows: 

We desire to announce that this bank will hold a Seed Corn Contest at about 
this time next year. There will be ten cash premiums offered for the best yellow 
corn, and five cash premiums for the best white corn. A cash prize of $10 will 
be paid for the three best hills of corn. 

Fifty-two dollars in cash was the first premium paid for the best ten ears 
of yellow corn at the contest just held. Get busy and come in for a share of 
this at the next contest. 



The Wachovia Bank and Trust Company of Winston-Salem, N. C. 
announced a tobacco-growing contest as follows: 

For the purpose of stimulating the farmers of this tobacco belt to better and 
more profitable tobacco-growing, the Wachovia Bank and Trust Company offers 
the following prizes: 

First — For the largest number of pounds of flue-cured tobacco grown on 
one acre of land, three prizes; First, .$50.00; second, $30.00; third, $30.00. 

Second — For the largest number of dollars realized from the flue-cured 
tobacco grown on one acre of ground, three prizes. First, $50.00; second, $30.00; 
third, $30.00. 

Third — For the largest number of pounds of air-cured tobacco grown on one 
acre of ground, $35.00. 

Fourth — For the highest average price for all the air-cured tobacco grown 
on one acre of ground, $-25.00. 



Referring to this tobacco contest a bank officer said: 

This was the best publicity we have had. It did more to attract attention 
among the thousands of farmers who sell tobacco on this market than anything 
we have attempted and it stirred up our own town people. The result must be 
beneficial to the bank and to the town for it brought town and country nearer 
together. 

The local newspaper account read : 

Who would have thought that there was a single acre of land in this sec- 
tion that could produce two thousand pounds of tobacco in the dryest year this 
section has experienced in thirty years? Yet this has been done — not only by 
one man, but by others. And who would have thought that any one acre of land 
in this section could produce as much as three hundred dollars' worth of tobacco 
under such weather conditions as we had this year? Yet this feat was accom- 
plished, as proven by the sale last Wednesday. 

There were eight prizes offered by the banking house, open to the farmers 
of Forsyth, Surry, Stokes, Yadkin, Alexander, Caldwell, Davie, Davidson, Guil- 
ford, Iredell, Rockingham and Wilkes counties in this State and Patrick and 
Carroll counties, Virginia. About two hundred and fifty growers originally en- 
tered, but the seasons were so unfavorable during the summer months that all 
but forty-two became discouraged and dropped out of the contest. 



118 BANK ADVERTISING PLANS 

The sale was held Wednesday, beginning at nine o'clock. Each warehouse 
here had some of this tobacco and the best buyers from each firm attended the 
sales. Much interest was manifested by the public in this sale, there being so 
many people about the tobacco that the buyers had difficulty in getting to it. 

The yield from forty-two acres in question aggregated 56,634 pounds, which 
shows that on an average 1348% pounds were produced to the acre. The 56,634 
pounds sold for $6,617.85, an average of $11.66 per hundred. This is something 
over two dollars higher than the general market average at this time. Each acre 
produced on an average $157.57 worth of leaf. 



The Guaranty Trust and Savings Bank of Jacksonville, Fla., offered 
cash prizes for the best designs for the front cover of "Progress/' its 
monthly house organ. Our criticism of this contest is that it interests 
only the comparatively few persons who have artistic ability. An essay 
writing contest probably would interest more persons, because every- 
body can, or thinks he can, write. Or the prize contest could be open 
to those who suggest ideas as well as those who execute them. 



A Chicago bank's savings department carried on a New Account con- 
test, offering to employes of the bank a prize of $75 for the largest 
number of points and $50 for the second highest on this basis : 

For securing accounts of $5,000 and up 350 points 

For securing accounts of $3,500 to $5,000 150 points 

For securing accounts of $1,000 to $3,500 120 points 

For securing accounts of $500 to $1,000 90 points 

For securing accounts of $250 to $500 75 points 

For securing accounts of $100 to $250 60 points 

For securing accounts of ^25 to $100 45 points 

For securing accounts of $5 to ^25 30 points 

For securing accounts of $1 to $5 6 points 

Daily bulletins were posted showing the progress of the contest and 
the standing of the contestants. 

During the last w T eek it is said that accounts came in at the rate of 
175 a day, sixty employes being engaged in the contest. 

The First National Bank of Joliet, 111., thus describes its corn eon- 
test : 

"Our Corn Contest, held on October 19, 20 and 21, was a great success. 
All our farmer friends came to town and seemed to have a good time, and we 
had just as much fun as they did. 

"The executive council of the farmers' banquet very kindly took charge of 
the contest for us, and to them is due all of the credit. This committee had 
entire charge of the judging, and for this purpose thev employed Dwight Funk 
of Bloomington, who is looked upon as one of the best corn judges in the 
state. Between sixty and seventy farmers entered corn in this contest." 



THE CONTEST IDEA 119 

The Rockford (111.) National Bank announced its 1913 corn contest 
in this letter : 

Dear Sir: 

The situation is this: In order to increase the yield of corn per acre we 
must fertilize the soil; then the question of what fertilizer to be used arises. 
This question is answered very plainly in the enclosed circular containing valu- 
able information about fertilizer, from the Agricultural Station of Illinois Uni- 
versity. 

This corn contest is only one step toward creating an interest that should 
be uppermost in every farmer's mind. All we can do is to offer gold to encour- 
age this movement. The rest is up to you. Will you do it? 

Your boy will see the day when the yield will have to be larger. Start 
him now; get him interested; it is the finest future imaginable. 

We again offer you through the Winnebago County Farmers' Institute two 
hundred dollars in gold for the largest acre yield of corn in Winnebago 
County. 

The prizes to be divided as follows: 

First Prize $100.00 Gold 

Second Prize 60.00 Gold 

Third Prize 30.00 Gold 

Fourth Prize 10.00 Gold 

Fifth Prize (See below) 10.00 Gold 

The fifth prize is for the best exhibit of ten ears at 

THE ROCKFORD NATIONAL BANK. 

Those winning prizes, and those entering ten ears in the exhibit at the BANK, 
must have ten ears at the BAXK one week before the meeting of the Farmers' 
Institute at Rockford, 111. 

It is understood that all CORX brought to the BAXK shall be the property 
of THE ROCKFORD NATIONAL BAXK. 

The acre is to be measured and weighed by judges chosen by the Winnebago 
County Farmers' Institute. Water Free Basis analysis. 

All farmers entering the COXTEST are required to register their names 
and addresses at THE ROCKFORD NATIONAL BAXK in the TRUST 
BUILDING on or before June first, 1913. 

For further information inquire at 

THE ROCKFORD NATIONAL BAXK. 

H. S. Burpee, Cashier. 



The Central Wisconsin Trust Company, Madison, Wis., had a "One 
Hundred Dollar Name Contest," the rules of which were: 

The plan is simple — It provides for a regular monthly deposit of but 
Seven Dollars with this company for a period of ten years. Your deposits will 
earn interest during that time, and at the end of ten years, while you have ac- 
tually deposited but ^840, you will receive the sum of One Thousand Dollars. 



120 



BANK ADVERTISING PLANS 



Here are some plain figures: 

$7 a month for one year, 7x1-2 $81.00 

Total amount deposited in ten years 840.00 

Amount paid to you at end of ten years 1,000.00 

Amount of interest your money has earned 160.00 

We want a name which will be suitable for this plan of saving — a name that 
will be short and straight and to the point. You perhaps can think of a good 
name and if it proves to be the one selected you will receive the prize of ONE 
HUNDRED DOLLARS. 

Rule 1. Name must not contain more than four words. 

Rule 2. All names must be submitted strictly as follows: Write the name 
on the outside of an envelope. Write your own name and address upon a sep- 
arate slip paper and enclose in the envelope and seal it. Then either bring or 
mail to this office. If mailed, put first envelope in a second envelope and ad- 
dress Central Wisconsin Trust Co., Madison, Wis. 

Rule 3. Contest will close sharp at 12 o'clock noon, Dec. 1st. Names sub- 
mitted after that hour or bearing postmark showing that they were mailed sub- 
sequent to that hour will not be considered. 

Rule 4. All names will be finally considered by the officers of this com- 
pany sitting as contest judges and announcement of the winner will be made 
through the Madison newspapers on December 10, when .$100.00 will be given to 
the winner. 




COIUST EXHIBIT OF THE LAKE COUXTY RANK, MADISOST, S. D. 



The First State Bank of Hillsboro, Texas, announced a Corn Grow- 
ing Contest as follows : 

Realizing the importance of the policy of the Texas Industrial Congress in 
its work of upbuilding the agricultural interests of Texas, and, with a desire 



THE CONTEST IDEA 



121 



on our part of further interesting you in raising more and better corn, we have 
inaugurated a corn contest, believing that the conservation of the soil and adop- 
tion of better cultural methods of corn growing is so vital to the agricultural, 
commercial and industrial interests of our country, that every effort should be 
made to encourage the farmers along these lines. 



A news item from Eufala, Ala., said: 

In the corn raising contest for which prizes were offered by the Bank of 
Eufala and the Central Railroad Company of $50 each in gold for the greatest 
number of bushels produced upon one acre, Charles G. Mercer of this city has 
been pronounced the winner. 

Mr. Mercer cultivated 40 acres along the banks of the river in Quitman 
county, Ga., from which it is estimated he will gather approximately 5000 
bushels. 



Graduates of 1914, Attention! 

The Ticonic National Bank o! Waterville, Maine 



celebrates its one hundredth anniver6< 
the event offers the following prizes. 



$50 for the best account of the hi* 

torlcaJ events of the year 1814. 
$25 for second best account. 
$10 for third best. 



For partliulirs write H. D. Bates, Cashier, Waterville, Me. 



AX HISTORICAL COX TEST 



To promote better apple crops by spraying and scientific culture of 
the trees, the Peoples Savings Bank of Zanesville, Q., held a fruit show r . 
Five varieties of apples were specialized, and a prize of $5 for the first 
in size and beauty, and $3 for the second in each variety was given. In 
order that all growers might contest, however, the bank gave a $5 and a 
$3 prize for the best specimens of any variety not specialized. The com- 
petition was open to Muskingum county residents only, and five speci- 
mens of each variety were necessary in order to compete. 



Referring to the newspaper advertisement reproduced herewith, W. 
B. Nichols, president of the First National Bank of Dinuba, Cal., writes: 

My idea is that the children will take this into their homes and talk it over 
with their parents and in that way will get them interested with us, and, fur- 
thermore, as the boys of to-day will be the business men of to-morrow, the 



122 BANK ADVERTISING PLANS 

quicker we can get in touch with them the more apt we will be to retain them 
when they are in business for themselves. 

The news item regarding the contest was as follows: 

The fact that the First National Bank has decided to show an interest in 
educational affairs by offering to school pupils a cash gold prize for the best 
advertisement written will have a tendency to flood that institution with adver- 
tising matter. In an interview on the subject. President Nichols said: "Yes, 
we will give to the school girl or boy writing the best Bank Advertisement a 
cash prize of $10.00 ; to the second best $5.00 and the third $3.00." 

This offer is open to members of the Dinuba and Orosi high and grammar 
schools and also to members of Sultana, Smith Mountain, Monson, Wilson, Ken- 
nedv, Traver and Windsor schools. 



TEN DOLLARS IN GOLD 

?\IN EDUCATIONAL CONTEST SGNOOL CHILDREN ARE ELIGIBLE 



THE FIRST NATIONAL BANK! 

J DESIRES TO SHOW AN INTEREST IN BOYS AND GIRLS J 

I T£/h«7go^Sh°o'b"' n 1 dr^ ri-r^r^™ 1 ' An Opportunity to Show Originality in a .„ t ,^So^™'"i 
Sroilh Mountain, Moi.s<ir>, \\ i, : Kr SptLi"! LiflC J'f ^■■•" Nam* ..i v , . ... ....,,.; >■■; .,.jl i, s l-.tj" m ■'.- I 



THEuHf[k„,,,...»,.i ...... .,.. L>„„,toa-.IOrr>sf- 

1 hiyh and grammar sch-..ls ml it. o members of r .Plana. 
Smith Mocn.ain. Moi.son. Wils.n. kcr >. !...>., and 


An Opportunity to Show Originality in a 
Special Line. 


"a'^ TnJ am'™,/;!. Yn^Xis '„:^' ^"' ,h ' d '" "" 


Three Cash Prizes 
x, r n Gold Coin 


CONDITIONS: 

^m«" o J~rls.3^ging 1 or«.doSt-\yacornmi..«o(r,. c co'r.si» l 

'..,'.' • B«nttred.ndi=«v M itertghliou«*..,or 


W. B. NICHOLS, 



Zhe FIRST NATIONAL BANK, Dinuba, California^ 

W m i n ■ i — — ■— — ■ —»——•«» i i ——■« ——— — ■ 

PRIZES FOR BRIGHT CHILDREX 

The conditions of the contest are: All contestants must mail copy to the 
First National Bank of Dinuba not later than April 29th. Copy must be 
accompanied by name, age and address of contestant as well as name of 
school of which they are a member on a separate sheet of paper. Advertise- 
ment to consist of not to exceed ninety words. Judging- to be done by a com- 
mittee of five consisting of two bank directors, two merchants and one news- 
paper man. 

The prize winning ads. will be used in the local newspapers one or more 
insertions each in the order in which they are shown. Name of prize winners 
will be published in the papers and attached to their ads. as they appear. 

The bank will retain possession of all advertisements entered and reserves 
the right to use any or all of them paying $1.00 for such as are used. 



Cashier H. A. Sharpe of the Old Citizens National Bank, Zanesville, 
O., writes concerning his institution's Corn Contest as follows: 

While we are endeavoring to make these exhibits greatly for the benefit of 
the corn grower, at the same time we are not forgetful about the results we have 
had in the way of advertising. 

In our seventh annual "Corn Contest," there was on exhibit about 400 ears, 
which is a very large increase over any other exhibit we have held. The farmers 
in our vicinity are showing a great interest in the matter, and have improved 
their seed corn very much by securing from these exhibits, a sample of corn. 



THE CONTEST IDEA 



123 




A ZAXESVIEI.E. OHIO, ISAXk's CORX CONTEST 

After former exhibits were over, we turned the corn over to the Salvation 
Army, ground, allowing them to give a "mush and milk social," and we furnished 
them tickets for the social, on which our advertising was placed. The tickets 
found ready sale at ten cents each. 

This year we are giving the corn to the Women's Benevolent Society, a 
charitable organization, and the ladies expect to sell it at auction at the Poultry 
Tanciers' Show. Of course all this means some advertisng which our newspapers 
-are glad to give without any expense to us. 

The score card was as follows: 

Standard Score 

1. Adaptability 05 

2. Seed condition 15 

3. Shape of Kernel 15 

4. Uniformity and trueness to type 15 

5. Weight of ear 10 . 

6. Length and Proportion 10 

7. Color of grain and cob 5 

8. Butts and tips 5 ______ 

Total 100 — 

9 



124 



BANK ADVERTISING PLANS 



$1,250 in PRIZES 




First 

CORN CONTEST 

OF THH 

Corn Exchange National Bank 

PHILADELPHIA 
To be held at the Commercial (Grain) Exchange 

PHILADELPHIA BOURSE 

on December 4=5=6, 1913 

Prizes to be awarded for the best specimens of corn grown in 
Pennsylvania, New Jersey, Delaware and Maryland during 
season 1913. Corn to be unpacked, marked and judged by 
representatives of the State Agricultural Colleges of Pennsyl- 
vania, New Jersey, Delaware, Maryland and the Philadelphia 
Commercial Exchange. 

SPECIAL PRIZES FOR BOYS 

All entries must be delivered (charges prepaid) at the 
Corn Exchange National Bank, 2nd and Chestnut Streets, 
Philadelphia, on or before December, 1, 1913. 

Circulars giving all information may be obtained from 
any bank in the four States. 

In Philadelphia see the Corn Exchange National Bank. 




Corn Exchange National Bank 

Philadelphia 



Dear Sir 

The American Bankers' Association has inte- 
rested itself in Agricultural Development and 
Education, but so far most of the work has been 
done in the West 

Our name gives us an excuse for starting the 
movement here, and we ask your support so that 
practical good may result from this contest. 

Will you please hang the enclosed card where 
your customers will see it and have your local 
paper give publicity to the movement? When all 
the enclosed circulars have been delivered to 
those interested advise and we will mail more. 

Very truly yours, 

CHAS. S. CALWELL, 

President 
February 10th, 1913. 



A Public Spirited Project 



THE CORN EXCHANGE NATIONAL 
BANK of Philadelphia started a 
corn contest in 1913. The placard 
and letter reproduced herewith illustrate 
how the contest was advertised. Presi- 
dent Chas. S. Calwell explained the idea 
as follows: — 

"The American Bankers Association 
has come to the conclusion that the most 
useful and profitable work they could 
undertake is along the line of agricul- 
tural development and education. 

"The Corn Exchange National Bank of 
Philadelphia has always been closely as- 
sociated with the Grain Exchange (now 
called the Commercial Exchange). So 
we are in hearty sympathy with the 
movement and believe that better crops 
will mean increased prosperity to all. 

"On these broad lines we enlist the co- 
operation of all banks, newspapers, busi- 
ness men and educators in the four 
States — -Pennsylvania, New Jersey, Dela- 
ware and Maryland." 



THE CONTEST IDEA 125 

Another California bank carried out a similar scheme. President 
W. S. Clayton of the First National Bank of San Jose finding that 
there was a class in ad. writing in the San Jose High School, decided 
both as a stimulus to the class and as a means of advertising the bank, 
to propose an ad. writing contest, offering first and second prizes to the 
pupils of the class. Public interest was aroused by publishing a big dis- 
play announcement in each of the three local daily papers, reading as 
follows : 

Notice. The members ad-writing class of the Commercial department of 
the San Jose High School have been engaged in writing bank advertisements, 
in competition for a prize offered by the First National Bank of San Jose. The 
results will be published each day beginning tomorrow in the Evening News, 
the Mercury, and the Times, with the writer's name shown. Read them all and 
see what good work our high school is doing. 

Mr. Clayton wrote of the contest as follows: 

The merit of the scheme I lay to the fact that it had not been tried out 
tor such a length of time that it was new to the pupils of the present generation 
and therefore it attracted their attention. This would cause it to be useful at 
least once in each city, but whether it would be so the second time, or not, I 
have my doubts. 

After receiving the copies, 1 made a large announcement in the newspapers 
that the publication thereof would be forthcoming, and the pupils and their 
parents eagerly sought the advertisements to see whose copy and name would be 
published each day. It attracted considerable attention outside of the ad- 
writing class, and many of the other pupils wanted to be permitted to submit 
advertisements. 

The copy of one of the prize advertisements is shown herewith: 

MODERX METHODS 
The old Dutch housewife kept her supply of money in a 
niche in the chimney, but the method often involved 
danger and loss. The modern method of paying bills is 
by check. The danger of having money in the home, 
the inconvenience of a shortage, and the difficulty of 
checking up, are all eliminated by the check-book. Are 
you still using obsolete methods? If so, you had better 
start an account in the 

FIRST NATIONAL BANK 

of Sak Jose 
And Pay Your Bills By Check. 



The Century Banking Company of Jackson, Miss., conducted an 
essay-writing contest among the public school pupils of its city. It pub- 
lished the winning essays on the subject, "Why Deposit with the Cen- 
tury Banking Company?" in booklet form. 



126 BANK ADVERTISING PLANS 

The plan used by the First National Bank of Waterloo, Iowa, to at- 
tract depositors on its opening day, was described as follows in the 
"Times" of that city: 

One of the biggest rushes ever made to a bank is expected to-morrow, 
following a special inducement made to depositors by the First National Bank 
incident to the opening of that institution in its new and elaborate quarters at 
the corner of Fourth and Sycamore streets. 

The sum of $10' will be given to the first depositor turning his coin over 
the counter after the bank opens for business at 9 o'clock to-morrow morning, 
and to the tenth depositor a present of $5 will be given. Throughout the day 
every twentieth person making a deposit will receive $1. 

For the first depositor turning in $100 or more to the savings department of 
the bank the sum of $10 will be given, and every twentieth depositor in that 
department during the opening day will get $1. 

No deposits will be received by the bank prior to the opening of the insti- 
tution at 9 a. m. to-morrow. Employees and directors will not be permitted to 
try for the presents offered. 



The Commonwealth Trust Company of Pittsburgh had a Garden Con- 
test announced as follows: 

$395.00 in Prizes 

Commonwealth Trust Company, of Pittsburgh 

Will hold Second Annual Garden Contest under auspices of 

the Pittsburgh Play Ground Association. 

Write or call for Entrance Card 

Entries close June 1st, 1913. 



The City Bank of Syracuse, N. Y., had a picture contest thus de- 
scribed : 

Win one of The City Bank's Prizes given for original pic- 
tures illustrating or fitting the title 
"BE SOMEBODY" 

First Prize, $10. Second Prize, $5. 

Contest Extended to May 10th by Request. 

Many of the drawings already received THE CITY 
BANK will later wish to use in advertising, and for such 
drawings will pay $1.00 each, independent of and additional 
to prizes awarded. 

Please advise whether you have any objection to your 
name being published with your drawing when it is printed 
in the papers. 

One person may submit as many sketches as he wishes. 



CHAPTER XIII 

PARENTS AND CHILDREN 

IT does not require a profound knowledge of human nature to realize 
the fact that it is following the line of least resistance to appeal to 
parents on behalf of their children or to try to reach parents through 
their children. 

Successful bank advertisers have long done this and it is an example 
that beginning bank advertisers would do well to emulate. 

The School Savings Bank idea is the one that naturally occurs to the 
average banker first in this connection. 

The Home Savings Bank of Brooklyn. X. Y., explains its School 
Savings Bank system as follows : 

Owing- to the success and popularity of our School Savings Bank System, 
the Home Savings Hank begs to announce that on and after March 1st, deposits 
in sums from ten cents and upwards will be received over the counter from any 
child of school age in Brooklyn, subject to the following rules: 
1. No deposit less than 10 cents will be received. 

J. A special school pass book, designed for this purpose, will be issued to each 
pupil upon making the first deposit. 

3. When the amount on deposit as shown by the school book reaches three 

dollars a regular pass book will be issued in the pupil's name upon re- 
quest, but no deposit of less than $1.00 can be made on the regular boo!;. 

4. Deposits can be made at any time during banking hours. 
.5. Home banks will not be loaned upon these accounts. 

6. No payments will be made to children under fifteen years of age, without 

the presence of the parent. 

7. Interest will be paid according to our rules. 

Deposits cannot be made through school teachers, but must be sent to the 
bank direct. 

It is the sole purpose of this system to encourage the saving habit among 
the children and withdrawals should not be made unless under necessity. Small 
withdrawals will be discouraged. 



There are a large number of School Savings Banks in the United 
States. Late statistics report over 175,000 depositors in such institu- 
tions, with total deposits of over $1,000,000. 

Until recently, the advance of this movement has been confined 
largely to individual efforts, and the help given by the National Women's 
Christian Temperance Union, which has not only officially endorsed it, 
but is actively engaged in promulgating the idea, and has been responsi- 

127 



128 BANK ADVERTISING PLANS 

ble for its introduction in a large number of places. But now some of 
the big banks are taking it up. 

In a number of schools in New York City principals have installed 
the system and are enthusiastic over the results. 

One of these is Public School No. 122, Brooklyn, where the bank is 
open for business from 8.30 to 9 o'clock on Monday, Wednesday and 
Friday mornings. Deposits of five cents and multiples thereof are re- 
ceived. 

The money of this school bank is deposited with a regular savings 
bank in the name of the school, subject to withdrawal by the teacher in 
charge (the treasurer), and when the amount to the credit of any indi- 
vidual reaches five dollars, it is taken out of the school bank and a pass- 
book issued by the regular bank. No interest is paid by the school bank. 




ON A I'OST CARD 



The Peoples Savings Bank of Cedar Rapids, Iowa, explains its 
School Saving System thus: 

Each school will keep a supply of penny savings stamps and at a certain 
time every week each child can buy as many stamps as he has pennies saved. 

These stamps are pasted on folders, supplied at the school, which hold fifty 
stamps each. When a folder is filled it can be brought to our bank and de- 
posited the same as cash. A regular savings bank account is opened with each 
child arid each one receives a bank book in which all deposits are entered. 

Interest at 4 per cent, per ' annum, compounded semi-annually, is paid on 
these accounts the same as on the regular savings accounts of grown-up people. 



The Sacramento Valley Trust Company, Sacramento, Cal., carried 
out the plan explained by this announcement: 

ONE DOLLAR FREE TO EVERY SACRAMENTO BOY AND GIRL, 

APRIL FOURTH. 
In order to help the boys and girls in the schools of Sacramento to save 
money, the Sacramento Valley Trust Company will open a savings account for 



PARENTS AND CHILDREN 129 

every boy and girl who will come to the bank on Tuesday, April 4th, which is 
the first birthday of this bank. 

It is the aim of this institution to encourage saving and our directors know 
there is no better time to begin to save, than when young. 

Call at the bank, April 4th, bring this circular with you, and the bank will 
open a savings account for you with one dollar. This dollar will then be yours, 
you can add to it from time to time just as you wish, and at the end of five 
years you can withdraw not only the dollar itself, but also the four per cent, 
interest it has earned. 

Bring this circular with you, and in exchange, you will get the bank book 
with the $1.00 deposit recorded. The §1.00 will bear four per cent, interest, 
whether you deposit more money or not, and can be withdrawn at the end of 
five years. 

This offer is for only one day — Tuesday, April 4th — the first anniversary of 
the Sacramento Valley Trust Company. We will be open all day. Call any 
time between. 8 a. m. to 8 p. m. 

SACRAMENTO VALLEY TRUST CO. 

The same sheet bore a message to the parent, as follows: 

To the parent, whose child brings home this message, we would say: 
As your experience in life has taught you that money is to be recognized 
as the means of life, the means of comfort, the means of maintaining an hones\ 
independence: 

Is it not well, that you embrace this opportunity to impress upon your 
child's mind the great importance of beginning life right by learning to save. 
We are creatures of habit. The saving habit requires some self-denial. Once 
begun, your child travels the path of fore-thought, prudence, and wisdom. This 
dollar which we offer as our first year's anniversary gift to every child, may 
mean a start for future happiness, the beginning of independence. This offer 
is made to every child in your family, the more there are, the greater the need, 
that the lesson be taught. Let each sign the name on the blank below and call 
at the bank on April 4th, any time between 8 a. m. and 8 p. m. and if we are 
too busy on that day to deliver the pass book, it may be called for the following 
day or later. Respectfully, 

SACRAMENTO VALLEY TRUST CO., 



The National Bank of Commerce, Williamson, W. Va., ran an ad- 
vertisement in the local high school paper, the copy reading as follows: 

BOYS AND GIRLS 

What are you going to do when you grow up? 

Are you going to be your own boss or work for someone else? 

Will you be independent and have your own home or will you be one of the 
many who just scrape along and manage to make both ends meet? 

it all depends on you. 

Nearly all of the great men of this country began to prepare for success 
when they were young like you. 

The first step is to save what you earn and are given. The folks at home 
will be glad to help you. 



130 



BANK ADVERTISING PLANS 



Then, when the time comes for you to go to college, or start out for your- 
self, you will be equipped for the fight. 

Every penny you save now puts you that much ahead of the boy or girl 
who does not save. 

Children's accounts are alwavs welcome at this bank, no matter how small. 



Central Trust 6? 
Savings Bank 

EOCE ISLAND. 




there's daDger ahead unit 
Btop It. Remember there < 
of things might happen ove 



4 Per Cant .Paid on Depoail 










nfflo"* u Ci» ,M " 







Will appreciate hav- 
ing an account opened 
for him in the Savings 
Department for his 

Christmas 
iittleBoy Gift. 

The Louisville Trust Co. 

S. W. CORNER F*^ia AMD V9ARKET. 





stilus & 




MAKE 1 <OUR CHILD LEARN 

*on In economy while 

jgive It pleasure at the s. 

f tailing 1 

V good savings bank. 

*'»«, to save the pen 

pounds when 
liank accounL 

E PAY FOUR PER 



South Side Bank 

Thirty-eighth and Jacob Streets. 
Open Satjirday Evenings. 




REACHING PARENTS THROUGH THE CHILDREN 



PARENTS AND CHILDREN 



131 



Another way to interest parents is being used by the Real Estate 
Bank of Maryville, Mo., which advertised one year that it would put 
25 cents to the credit of each child born in Nowaday County during that 
year. This sum is to draw interest at the rate of four per cent, until 
the child has become a man or woman 21 years old. The birth rate of 
the county is about 225 children each year. 



Is Your Youngster Extravagant? 

Does he spend dimes where you spent pennies years 
ago. and then come back for more? 

Try the plan that one Scranton mother has told us 
about. She gives her boy a weekly allowance, teaches 
him to deposit part of that on his savings account and to 
deposit all extra sums such as birthday money, etc. He 
has a good time, but has $16fi in bank and is developing 
a careful, sacrificing character. 

Your boy can open an account here with just one 
dollar. 

TRADERS NATIONAL BANK 

Cor. Wyoming Ave. and Spruce St. 

"Courtesy Our Watchword" 



ADVICE TO PARENTS 



A separate department for the deposits of boys and girls is a feature 
of the Granite Savings Bank of Monrovia, Cal. Cashier Adams said: 
"Anything that inspires the habit of saving in the younger generation 
appeals to us as worth while." A block of granite under the teller's 
window enables young depositors to reach the wicket without difficulty. 




A CHILDREN'S DEPARTMENT 



Such a department as this teaches children thrift and also familiarizes 
them with some of the functions of banking. 



The Rio Grande Valley Bank and Trust Company, El Paso, Tex., is 
following the popular trend — making sure of the parent through the 



132 



BANK ADVERTISING PLANS 



good-will of the child by offering first, a ruler free for the asking and 
second, a Home Savings Bank with every deposit of one dollar. 



The advertising man of the Cleveland Trust Company knows human 
nature, especially parental human nature, so that in the picture he chose 
for the cover of a very attractive booklet entitled "Happy Children," 




HAPPY CPIILDREN 



issued to call attention to that company's facilities for handling chil- 
dren's accounts, he has secured the very best thing in the world to touch 
the parental heart and to get the necessary interest to give him an op- 
portunity to tell his story. 

A large part of the booklet is taken up with attractive children's 
pictures printed on fine book paper. There is also a table showing what 
children's savings accounts, on which dollar weekly deposits are made, 
will amount to with four per cent, semi-annual compound interest, as the 
children grow up. 



PARENTS AND CHILDREN 



133 



The literary style of the booklet is shown by the following para- 
graphs: 

The little ones ! Every face reflecting purity and love. The fairest sight in 
^11 the world — the happiness of children; childish innocence imbued with supreme 
faith in the everlasting joys of life. 

And why should they not be happy ? We'd all be so if cares, which often 
press heavily upon us, could be forgotten ; if fear and worry would leave us for- 
ever. 

A table with the same idea back of it, used in the advertising of the 
St. Louis Union Trust Company, is reproduced herewith. 



GIVE YOUR CHILD A CHANCE 

Here Is 

Open an account with $3.00 for the day \be baby was born, and then on 
each birthday deposit $3.00 for each year of the child's age. in the St. 
Louis Union Trust Company's Savings Department, where we pay THREE 
PER CgNT INTEREST, compounded twice a year. You will be sur- 
prised to see how this interest amounts up. You will also* enjoy seeing the 
account grow. At the end of the 21st year you will have in this account 
$880.34. 

Think what 880.34 will do for a young i 
intouhe battle of life. It may mean the dil 
ure, and themost this Costs you in any one 



ng girl just starting 



$3.00 to open account $119.31 8th ■ 



$3.09 1st year 
6.00 Deposit 
.27 Interest 

$9.36 2nd year 
9.00 Deposit 
.54 Interest 

$18.90 3rd year 

12.00 Deposit 

.90 Interest 

$31.80 4th year 
15.00 Deposit 
1.38 Interest 



$68.16 6th year 
21.00 Deposit 
1.33 Interest 

1.35 Interest 

$91.84 7th year 
24.00 Deposit 
1.72 Interest 
1.75 Interest 



27.00 Deposit 

2.19 Interest 

2.22 Interest 

$150.72 9th year 

30.00 Deposit 

2.70 Interest 

2.74 Interest 



$225.77 11th year 

36.00 Deposit 

3.91 Interest 

3.97 Interest 

$269.65 12th year 

39.00 Deposit 

4.62 Interest 

4.69 Interest 

$317.y> 13th year 

42.00 Deposit 

5.38 Interest 

5.47 Interest 

$370.81 litb year 

45.00 Deposit 

6.22 Interest 

6.33 Interest 



i only $63.00. 

$428.36 15th year 
48.00 Deposit 
7.14 Interest 
7.24 Interest 

$490.74 16th year 

51.00 Deposit 

8.12 Interest 

8.23 Interest 

$558.09 17th year 
54.00 Deposit 
9.18 Interest 
9.31 Interest 

$630.58 18th year 
57.00 Deposit 
10.30 Interest 
10.45/ Interest 

$708.33 19th year 
60.00 Deposit 
11.52 Interest 



$791.53 20th ye 
63.00 Deposi 
12.81 Interes 
13.00 Interes 



WHAT SYSTEMATIC SAVING WILL DO 



A good savings bank ad. for juvenile business is that of the Home 
Savings Bank of Brooklyn: 

A LITTLE BOY WITH THIRTY CENTS 

Came into our bank the other day. Taking out two school passbooks, he 
carefully examined them, counted out fifteen cents for each, placed the money 
in the books and handed them in — just like "grown-up folks." 

This youngster is starting right. He is getting the saving habit. He is 
learning to do his own banking. 

We are not particularly concerned about the thirty cents — we are after the 
boy. We treat such depositors just like men and women — only "more so." Let 
us show you. 



CHAPTER XIV 

SPECIALTY ADVERTISING 

IN the banking business the personal touch between the banker and 
the public is very important, and everything that serves to promote 
mutual acquaintance and good-will between the bank and its customers, 
actual and prospective, is worthy of every banker's consideration. 

So it comes about that banks make very general use of that form of 
advertising which is most direct and personal in its appeal — a method 
variously known as specialty, novelty or gift advertising. 

The great extent of the advertising novelty business is apparent from 
the fact that the National Association of Advertising Novelty Manufac- 
turers consists of 80 manufacturers in this line doing an annual busi- 
ness of $30,167,000 for a total capital of $10,500,000 invested and em- 
ploying 16,356 people. 

Specialty advertising is individual and selective, not indiscriminate 
and promiscuous. It can be so handled that it will bring a great many 
prospective customers to a bank and afford an opportunity for the offi- 
cers to get acquainted with them. At the same time this kind of pub- 
licity work helps to keep the friendship and good-will of present de- 
positors. 

The all important thing is to have the name, and if possible some 
of the facts about the institution, part and parcel of the souvenir or gift, 
and there should be harmony between the use of the article and what 
is printed on it. For example, a country bank gave away a soap holder 
on which was printed: ''Deposit your soap here and your money in the 
Peoples Bank." Another bank which gave away a sanitary paper drink- 
ing cup printed on it: "Just as this cup protects your health, this bank 
will protect your wealth." 

Just a few of the novelties that are made for banks and sold cheaply 
in quantities to use in this way are these : Glass paper weights, key rings, 
lead pencils, celluloid game counters, memorandum pads, palm leaf fans, 
leather card cases or bill folds, coin purses, vest pocket diaries or note 
books, bronze ash trays, envelope openers, watch fobs, pocket knives, 
celluloid pad blotters, and so on. Many of these things are of perma- 
nent value and consequently their advertising life is long. For years, 
the author has carried his railroad "commutation" ticket in a leather ad- 
dress book and card case given away by a small California bank and his 
small coin purse is a souvenir of a New York State bank. 

The beginning of the year is the time when many banks are accus- 
134 



SPECIALTY ADVERTISING 



135 



tomed to give away advertising matter of more or less intrinsic value, 
such as diaries, desk pads, wall and desk calendars, clocks, rulers, novel- 
ties, etc. 

These things are good as supplementary to other forms of advertising. 
Their cost is often so high that it prohibits a very large circulation, but 
when, as in the case of a calendar, a single piece of advertising is seen by 
a great many persons during the year, or, as in the case of a diary or 




SPECTAE REPRODUCTION" OF BANK BI X IT.D1XG FOR IXKWEt.I, AND DESK RECEPTACLE 
(Courtesy of the Art Metal Works, Newark, N. J.) 



daily reminder, the name and claims of the advertiser are brought con- 
stantly and in an intimate way to the notice of one individual, there is no 
question about its being profitable publicity. 

The chief object of a bank's handing a useful souvenir to a customer 
or stranger is to get his good-will and attention. The recipient feels 
that the bank from which he received the gift is friendly and approach- 
able. The souvenir is sure to be shown to others and the bank's name 
becomes more firmly fixed in the popular mind. 

A note book is about the simplest form of a novelty which a bank 



136 



BANK ADVERTISING PLANS 



can distribute. The cover may be adorned with the name of the bank.. 
A few of the inside pages may contain some stock information regard- 
ing business law, population of cities and tables of weights and measures. 

A bank in a coal mining town discovered that many had a real in- 
terest in securing such a book. It was found that nearly all miners kept 
some kind of a blank book with them at their work to make records of 
the day's labor. Although the cost of such a book is small it is one of 
the little things that the workingman doesn't care to buy. 

In another bank a teller discovered that the foreigners, of whom 
there were many in the community, had a great liking for a pouch that 




A SAXITARY DRIXK1XG CUP 

(Courtesy of The Public Service Co., Harrisburg, Pa.) 



could be used for money or tobacco. Every foreigner that opened an 
account^ or purchased a foreign money order, was given one of the 
pouches — sometimes made of leather, sometimes made of part leather and 
part bright colored silk. This was the means of securing considerable 
new business. 

School bags for children were used with good effect by a national 
bank in Pennsylvania, which outfitted most of the schools in its town- 
ship. More favorable comment was received from the general public 
from this bit of advertising than from any other ad. put out by the bank 
in two years. 

There was no question but that the bank's name became familiar in a 
majority of the homes in the district; there was no question about the 
children being pleased, and, having pleased the children, the bank had 
reason to believe that the parents were pleased. In addition to this, 



SPECIALTY ADVERTISING 



137 



there were signs going to and from school, practically every day for 
eight or nine months of the year. 

In distributing this class of advertisements the best plan is to give 
them out over the counter. The majority of a bank's customers come to 
the bank at least once a month. Some of these are a little cold, distant 
and hard to get acquainted with. A pleasant word from an officer or a 
clerk with a "Here's a little present that may interest you/' may go a 
long way toward thawing the ice. 




nQ 



: ATLANTA NATIONAL BAKK7 



CAP TAL • -S 50 000.*"E 



; ■ 



A VERY POPULAR GIFT 

(Courtesy of "Griffon" Cutlery Works, N. Y.) 

Then there are many persons, who come into a bank for change > 
sometimes for the purpose of getting acquainted and to "size up" a bank 
and its working force. The presentation of a souvenir gives the oppor- 
tunity to make a closer acquaintance and, if adroitly done, breeds the 
good-will that every bank officer desires. 



tfl 


¥" 


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THE KEYSTONE NATIONAL BANK / 
322 FOURTH AVENUE, PITTSBURGH, PA. | 



A USEFUL ADVERTISING SPECIALTY 

(Courtesy of Westcott- Jewell Co., Seneca Falls, N. Y.) 



The Wilmington Savings and Trust Company of Wilmington, N. C, 
gives away a handy monthly income memorandum which will prove very 
useful for those who are fortunate enough to own income-producing 
securities as space is given to itemize the various securities with the 



138 



BANK ADVERTISING PLANS 



rates of interest and the months payable. The bank says it will be 
pleased to cash dividend checks or receive them on deposit. 



The Crocker National Bank of San Francisco as a holiday gift sent 
to its correspondents a new patented check protector. The bank had 
stamped on the front of the little machine "Compliments of the Crocker 
National Bank, San Francisco." 



PAGE MANUFACTURING CO, N? rm 



SAN FRANCISCO . CAJU vffalC&f -/?/■?■ 



Pay to 






EB $../< ffZ7 a x 
OLLARS 




A VERY PRACTICAL ADVERTISING XOVELTY 



The State National Bank of Texarkana, Ark., appeals to baseball 
"fans" by giving them a celluloid score card, carrying a brief advertis- 
ing message from the bank. 



Some very valuable suggestions along the line of Christmas souvenirs 
were given by Mr. George K. Reed of Pittsburgh in an article in "The 
Novelty News." In part, he said: 

If yours is a small appropriation and you cannot afford to spend a large 
amount of money, the wisest thing for you to do is to get something "different." 

Make this your rule in the matter of souvenirs: — "Be absolutely unique." 
It will save you money, for you don't have to compete and it will advertise, for 
it will cause comment and will brand you with the public as "up-to-date," or 
maybe "ahead-of-date." 

If you are distributing souvenirs to customers only, don't get one thing 
for your big customers and another for your small ones. Buy something which 



SPECIALTY ADVERTISING 



139 



you can afford to give to all. Big depositors don't get excited if they don't 
get the best you are giving, in fact, don't care much if they get nothing. But 
your small depositors do care and are exceedingly touchy on discrimination. 

This is even more noticeable if you are giving out souvenirs to the public. 




A BOOK-MARK AD. 

(Courtesy of F. H. Noble Co., Chicago.) 



If you give to one, give to all. You can't discriminate except on age. One 
"sore-head" can counteract the work of ten friends. 

Don't give diamond rings and gold-headed canes to one dollar savings 
accounts. You may find it will not pay. In short, measure the business you 
are going after and use the shot that suits the game. 
10 



140 BANK ADVERTISING PLANS 

Why are you giving souvenirs? Is it to get new business, or are you a 
philanthropist? It is ten to one that you are charging the expense to advertising 
— hence your object must be to get new business. 

Now it is the one sure thing in savings bank advertising that if you can get 
the public into your bank, you will have taken the most important step toward 
getting their business. For several reasons is this true. It teaches your location. 
Jt makes a mental picture on their mind, so that the name of your bank 
wherever seen by them means more than a name. It gets you into personal 
contact and gives an opportunity to make a good impression by your courteous 
treatment. 

The souvenir will bring them to you if you do not mail it. 

It costs from two to five cents to mail a souvenir. It costs one cent to 
invite people to call for it. 

It gives an opportunity to write a letter or send a card of appreciation 
to present customers and will tend to stimulate inactive accounts. 

It may be a means of building up mailing lists by asking each recipient of 
a souvenir to give names of friends. These friends may be addressed by personal 
letters or by cards offering the same souvenir if they, too, will give you other 
names. This is an excellent way for city banks to build up an invaluable list 
of women's names — names which are hard to get. Married women of the middle 
class are the best savers, and their names can only be obtained by a direct 
house-to-house canvass. This sort of souvenir distribution will give them to 
you, if the names are asked for. 

Again, when you mail your souvenirs, many of them go to persons who do 
not want them or cannot use them. If you send a notice, you have accom- 
plished the purpose showing that you have not forgotten them. If they do not 
want what you offer, you have that many more for others who do. 

Souvenirs can be purchased which will act in the capacity of souvenir and 
actual account producers. One of most unusual value is a little bank for dimes, 
called the Watch Dime Bank, from its resemblance to a watch, which has 
been used by a large city trust company with wonderful results. 

Souvenirs, intelligently purchased and carefully distributed at your bank, 
are one of the most useful resources of the bank advertiser. 



CHAPTER XV 

65 BANK ADVERTISING LETTERS 

THE individually addressed typewritten letter, the printed "form" 
letter, and the postcard and "mail series" of circulars form one 
of the commonest means used by banks in soliciting business. The prep- 
aration of such matter should receive a great deal of attention for prop- 
er results. Such letters are just as much advertising as newspaper ad- 
vertisements or any other form of commercial publicity, and the 
principles of attention, interest and conviction apply here as much as in 
any other kind of advertising. 

Soliciting deposits and other business by means of letters — the direct 
method of advertising — is practically the only one open to many banks 
situated where there are no suitable newspapers or where newspaper ad- 
vertising, for one reason or another, is impracticable. Sometimes also 
this method is advisable where a competitor has been first in the field 
with a successful newspaper campaign. 

This form of advertising might be called elastic. The principle of 
direct appeal may be extended just as far as conditions and results 
warrant. The letters can be sent to classified lists or within certain 
neighborhoods selected for any particular campaign. Thus a city bank 
can in time reach practically every possibly productive element of the 
population in its territory with an appropriation no greater than an 
adequate newspaper campaign would require. 

How this matter touches the business of a country bank is well 
brought out in this banker's statement of actual experience: 

We have reached the conclusion that a country bank will get more satis- 
factory results from methods of direct advertising than from indirect. There- 
fore, the larger part of our appropriation is expended for booklets, postcards, 
form letters, blotters, souvenirs, etc. As an aid to the proper distribution of 
this matter we have installed a card index system, in which we have on file the 
names of many prospective patrons in our vicinity. These prospects are se- 
cured from the town and county directory, from the tax assessor's books, from 
the local paper; many others are supplied by our regular depositors. 

We also have a complete mailing list of all our regular patrons, to whom 
some special form of advertising matter is sent occasionally, as we believe in 
keeping their interest stimulated. Each booklet, letter, postcard, etc., has its 
form number. The officer in charge of the advertising marks on each card the 
form number of the advertising matter he intends that person to receive; later 
his stenographer addresses and mails the booklet, card or whatever it may 
be. This method serves two purposes; first, the officer is relieved of the detail 
work, and second, a record is kept of the advertising mailed. 

141 



142 BANK ADVERTISING PLANS 

Another banker says: 

To my mind the most productive kind of advertising for a bank, short of 
actual solicitation, is follow-up letters. A good list of prospects, with courteous, 
personal letters, originally written and personally signed, is very effective. It 
appears to me that it is a mistake to send out imitation typewritten letters with 
the idea that they will deceive anybody into thinking they are receiving a per- 
sonal invitation from the bank. I will venture to say that there is no banker 
who would not know an imitation letter at sight. It seems presumptuous to me 
that we should think that any one else would be deceived by that which we are 
able to recognize ourselves. The usual argument for imitation letters is that 
they can cover more ground. My contention is that it is better to cover less 
ground more thoroughly. To give you an example. The imitation people ordi- 
narily figure upon about three per cent, of replies. I have written a series of 
three or four follow up letters to a list of prospects and received as high as 90 
per cent, replies. Furthermore I venture to say that persons to whom I wrote 
were more favorably impressed than they would have been had they received an 
imitation letter with a rubber stamp signature. It has been my experience that 
a bank can secure at least fifty per cent, replies from its follow-up letters, and 
what is still more important can secure actual business. The letters must have 
a personal ring, and if possible, should show in their text some indication that 
they are written directly to the prospect. 

A Southern banker wrote the author thus: 

A little scheme I intend to adopt for the National Exchange Bank of 
Koanoke is as follows: Have 3x5-inch slips printed on heavy paper, ruled with 
space for name, address and business or occupation of prospect, provide space 
on the slips for keeping a record of advertising sent. These blank cards I 
propose to distribute in quantities to all the officers, directors, stockholders, 
employees and good customers of the bank and ask them when they hear of a 
new man or anyone likely to be interested in the facilities the bank has to 
offer, to fill in his name, address, etc., and hand or mail the card to the adver- 
tising manager of the bank, after signing their name on the space provided: 
These cards will then be followed up persistently, either by printed matter or 
personal work, until the prospect is landed or abandoned for some good reason. 

In connection with this plan, I expect to have installed an addressing 
machine and have all the work of preparing the advertising and sending it out 
done in the bank under the supervision of the advertising manager. 

In soliciting commercial accounts I am of the opinion that personal work 
gets more business than most other forms of publicity, and I believe that satisfied 
customers are a bank's best advertisement. The moral is, strive to serve your 
present customers satisfactorily and they will spread the good news to others, 
and it will be an endless chain constantly bringing in new friends. 

Letter enclosures are good advertisings whether they are just print- 
ed slips containing advertising matter of your institution or some little 
advertising novelty of interest and value. In speaking of this matter 
the "Novelty News" says: 

Why not get the full value of your postage? Do you realize that in sending 
out the average commercial message you are paying one cent ordinarily for 



65 BANK ADVERTISING LETTERS 148 

service that you do not receive? It is true, so far as weight is concerned. Two 
average letters could be put in the same envelope and sent for a two-cent stamp. 
The average commercial letter is not even half as heavy as the government will 
permit to go under 2-cent postage. Therefore, you are not getting all you 
pay for when you send out a letter which is only half weight. The service may 
be worth two cents, all right, to send even the light-weight letter, but why not 
get the full value of the postage you are paying for, by sending a "silent sales- 
man" inside the letter, which will not cost you anything to mail? 

Utilize your outgoing mails to carry additional appeals for increased 
friendly relations and enlarged patronage when you can do it without increasing 
your annual postage appropriation one penny. If you do not do so, you over- 
look a splendid advertising opportunity, that's all. 

In this chapter is to be found an extensive collection of bank and 
trust company letters. Many of them were written by the author for 
customers of his advertising preparation service. All are considered good 
models and they contain a vast amount of good material concerning the 
facilities offered by a strong bank and telling how it serves the com- 
munity. 

Letter No. 1, printed herewith, was sent out by the First National 
Bank of Englewood, Chicago, in May, 1910, to 1,150 business firms 
whose names were not on the bank's books. Before the second letter 
was mailed, sixty days later, five accounts had been opened from among 
the names written to, with deposits as follows : 

Account A $12,500 

Account B 50 

Account C 103 

Account D 50 

Account E 85 

The last account also had a savings deposit of $700. 

The owner of account C had been patronizing a bank eight miles 
away from his office, yet his office was but one mile distant from the First 
National Bank of Englewood. The owners of accounts B, D and E did 
not know that the bank accepted checking accounts on a deposit of $50. 
The owner of account A had merely been waiting the word to transfer 
a portion of his funds from another bank where he had long been a 
heavy depositor. 

This letter is frank, vigorous and distinctive. The first paragraph 
begins in an easy, informal manner. The first line of the third para- 
graph, "We require a first deposit of $50 for opening a checking ac- 
count." discloses the main subject of the letter. 

Letter No. 2 followed in July to the same list. Between that month 
and the month of sending out the third letter three accounts were opened, 
with deposits as here shown: 



144 BANK ADVERTISING PLANS 

Account A $500.00 

B 312.86 

C 77.50 

Account A was that of a large manufacturing concern which em- 
ploys four tc five hundred men. The company carried its main account 
in a down-town bank (the First National Bank of Englewood is seven 
miles out from the centre of Chicago), but arrangements have been made 
whereby it now pays its employes with checks drawn on the First 
National Bank of Englewood, so that the men may be brought into the 
bank's office, and, perchance, encouraged to start savings accounts. Ac- 
count B was that of a professional man with an office near the bank. 
Several years before he had gotten started in another bank, and although 
it was farther for him. had continued to go there. Two letters were 
needed to dislodge him. Account C represented more newly-mude busi- 
ness; the owner did not know that the bank accepted checking accounts 
on a deposit of $50. 

Advice and information — no charge for either — are the chief topics 
of this second letter. The breezy manner in which the subject is intro- 
duced, the logical treatment, and the sustained ardor of the letter, secured 
by crisp, racy sentences and rhetorical style, give the letter its effec- 
tiveness. 

The third letter was sent out in September, ninety days after number 
two, and yielded seven additional new checking accounts, with initial 
deposits as follows: 

Account A $73.82 

B 85.36 

C , 390.00 

D.. 150.00 

E 50.00 

F 100.00 

G 88.85 

. In the originals of Letters Nos. 2 and 3 the first paragraphs were 
printed in red, the remaining ones being in black to match stationery. 
All of these letters were printed on a multigraph, signatures were put 
on by a printing press and the dates and names filled in on a typewriter. 
"Facilities" — deposit vaults, separate teller windows for women and 
men; large private writing rooms, with free telephone privileges, etc. — 
are the things discussed in Letter No. 3. "These," declare the commu- 
nication, "have put us 'a league ahead' of the public's demand for 
adequate and quick service." Here, again, is a letter written in "straight- 
from-the-shoulder" talk, the kind every banker should use, when he is 
writing letters, because it is the only sort which comes to him naturally. 



65 BANK ADVERTISING LETTERS 145 

Short sentences^ fresh phrasing and a lively tone, are the qualities 
which stamp this letter as a "business-puller." Paragraph five is espe- 
cially effective because of its novelty, its immediate application and its 
economic interest. The final paragraph breaks with the unity of the 
preceding ones to repeat what the first letter had emphasized — the bank's 
requirements : 

LETTER NO. 1. 

Dear Sir: You will agree with us that it is never out of season for the 
banker and the business man to talk about the advantages of a commercial 
■account. Now — 

We wish to talk with you in a "straight-from-the-shoulder" business manner 
about this subject. We will be brief. 

We require a first deposit of $50 for opening a checking account. If an 
average monthly balance of like amount is maintained we make no charge for 
handling the account. If the monthly average falls below $50 a charge of fifty 
cents per month is made. This fee, we might explain, is intended to cover costs 
of bookkeeping and stationery. We render statements of account to our com- 
mercial depositors whenever desired — regularly the first day of the month — and 
supply all stationery free, such as check-books, deposit tickets, payroll slips, cur- 
rency wrapj^ers, etc. 

So much for our terms. There may be other points you wish elucidated and 
we will explain these if you will call or write. We are now serving ten thousand 
other persons agreeably and with profit to them as well as ourselves — is there 
any good reason why we cannot serve you in the same way? Our offices are 
open for admittance from 8 a. m. to 5.30 p. m., except Saturday, when we close 
at noon. Business hours, 9 a. m. to 3 p. m.; Saturday, 9 to 12. We thank you. 
Yours respectfully, Y. E. Nichols, Cashier. 



LETTER NO. 2. 

Dear Sir: "There's a lot of good meanin' folks goin' thru this world friend- 
less that if they could be paired off somehow would make one another's lives 
reasonably happy." 

Yes, siree ! — and there's a lot of business men — only half successful, would 
be at least three-quarters so if they had a staunch banker friend whose advice 
they could seek at will and would occasionally follow. 

The reason why a prudent business man often goes to his banker friend for 
counsel is apparent, for whether it be about a purchase, an investment, an exten- 
sion of credit or the management of a business, the b. f., if he has been long in 
the business, has had experience which enables him to speak with wisdom and 
weight. 

Advice and information to depositors is a part of this bank's curriculum. 
It makes no charge for either. In addition to its own experience and observa- 
tion it has many reliable channels for drawing upon that of others. Few de- 
positors think as much of a whole month's service of the general kind, as they do 
of a half hour's attention of the special sort. This bank gives both. The judg- 
ment of its officers is at your disposal should you care to consult it. You are 
invited to call. 

Yours respectfully, V. E. Nichols, Cashier. 



146 



BANK ADVERTISING PLANS 



LETTER NO. 3. 

Dear Sir: Ever try, in your business, to keep pace with the public? 

We've been at it twenty-one years. Eighteen of them we were chiefly behind. 
Two years ago we caught up. Since that we've been running well ahead. 

Our new bank building did it. The old quarters were cramped and short in 
the waist. We had no safe deposit vaults, only two teller windows, and no pri- 
vate rooms for patrons' use. If a customer wished to use the telephone he 
talked over the cashier's wire. If he wanted to write a letter he went into the 
directors' room. 

Now all that is changed. In place of complaints have come congratulations. 
Deposit vaults, of the strongest steel construction known; separate teller win- 
dows for women and men; large private writing rooms with free telephone privi- 
lege ; a corps of adding machines ; rapid money changer ; a coin-counter ; an ad- 
dressograph — these have put us "a league ahead" of the public's demand for 
adequate and quick service. And we mean to stay so. 

Under our new plan for proving receiving tellers the average amount of 
time required to wait on a commercial depositor is less than one minute. 

You may be glad to know that. Glad, also, to know that we have place for 
the small account as well as the large one. Our requirements for checking 
accounts — an average balance of $50 — prove this. Call and let's talk it over for 
mutual benefit. 

Yours respectfully, Y. E. Nichols, Cashier. 



^tK^fftV^t VA PB > JKyj >^ f AUTHORIZED B> ACT OFCONSRESS M AV i9.i698 

Salem. \a . 




PLACE 

ONE CENT 

STAMP 

HERE. 



A POSTCARD ADVERTISEMENT. 



A CARD SERIES 

The First National Bank of Brooklyn, New York City, mailed out 
a series of cards at one week intervals, explaining various features of its 
service. The first card contained the bank's latest statement, and this 
introductory note: 

In order to emphasize some of the strong points of the service rendered by 
this bank, we intend to send out a series of cards showing the banking experience 
of a typical customer whom we shall call Mr. Smith. 



65 BANK ADVERTISING LETTERS 147 

THE MAILING LIST 

It is a good idea to make every effort to keep your mailing list up-to- 
date. The Union Trust Company of Pittsburgh sends out a card with 
this request: 

To Our Customers: We would appreciate your kind cooperation in assisting 
us in our efforts to keep our mailing list as correct as possible. 

This card is sent to enable you to advise us if the envelope in which it is 
enclosed does not bear your correct address. 

Please use the space below for that purpose. 

THE UNION TRUST COMPANY OF PITTSBURGH. 

TO FARMERS 

E. H. Hollister, vice-president of the Farmers and Merchants Bank 
of Idaho Fa]ls, Idaho, writes: 

We have a sugar factory at Idaho Falls. The fifteenth of November was 
pay day. We procured from the sugar factory a list of the men to whom a 
pay check would be issued on that day, and on November 14 a copy of the 
enclosed letter was mailed to each. We issued about 500 of the letters and got 
thirty new accounts as a result. 

The lettei was as follows : 

FARMERS AND MERCHANTS BANK, 
Idaho Falls, Idaho. 

Dear Sir: We have been thinking about you, and have often wondered if 
you carry a bank account in Idaho Falls. If you do not we would like to have 
you for our customer. Within the next few days you will receive from the 
Sugar Company a check, in part payment of your beet crop. This check, no 
matter upon which bank drawn, we want you to deposit with us, and then pay 
your accounts with your own check on this bank. Even if you expect to pay out, 
immediately, the entire proceeds of this pay check, deposit it with us anyway, 
for we firmly believe that if you once start doing your banking business with us, 
you will always do a banking business, and will never care to go elsewhere in 
future. When we organized this bank eighteen months ago, we did so with the 
intention of making it distinctively a farmers' bank. We still have the same 
idea. It is the farmers' business we want. It is the farmers' business we are 
getting, and we are doing it with the feeling on both their part and our part, 
that we can take just a little better care of their needs than anyone else. Feel- 
ing confident of our ability to please you, we invite your patronage. 

Very truly yours, E. H. Hollister, Cashier. 

We think that the fact that this letter made a depositor of every six- 
teenth person out of 500 who received it is sufficient comment, but we 
might add that we believe this letter was successful because it gets right 
down to business and tells definitely how the bank can help those to 
whom it is appealing. 



148 BANK ADVERTISING PLANS 

Dear Sir: As a farmer of to-day you enjoy any number of conveniences and 
luxuries that were unknown but a few years ago. You have the rural free de- 
livery, weather bureau- service, better educational facilities, improved farm ma- 
chinery, better roads over which to haul farm products, and, if desired, you can 
have the telephone placed in your home connecting you with the market and 
bringing your friends in close communicaton. 

These things are helpful, but a bank account— one on which to draw checks — 
is a convenience almost indispensable. It enables you to keep an accurate record 
of all business transactions. You are at no risk of loss of your money by fire 
or thieves, and you are able to obtain business information from your banker 
that will prove very helpful. 

The success of this bank depends upon the success of the people who de- 
posit and borrow here. Only as they succeed can we hope to continue to build 
up a strong business. On the other hand, our farmers are dependent upon the 
bank in many ways. They are enabled to market their crops because those who 
buy may obtain funds at the bank. This, with the safeguarding of money, the 
keeping of their records, make a bank account indispensable. 

The services rendered by this bank and the protection it affords are just a 
little better than found elsewhere. You need a bank account on which to check, 
an account to draw interest, a safety deposit box in which to safeguard your 
mortgages and other valuable papers, or some other of the features for service 
which we offer. 

We are interested in your success; we wish to see you prosper, and you 
will if you patronize this bank, for the people who do so are more generally 
prosperous than those having no such banking connection. 

Just send us the money you have on hand by registered mail, by check or 
money order and we will issue you a book for a checking account or a Savings 
Deposit as desired, sending it by return mail. 

When in town make our institution your headquarters. 

Yours very truly, Advertising Manager. 

TO MANUFACTURERS 

UNION SAVINGS BANK AND TRUST COMPANY. 
Dear Sir: 

Manufacturers have constant need of the services of a good bank. 

We believe that THIS bank can help YOU in YOUR business. 

It is scarcely necessary to mention our everyday conveniences of banking — 
checks, collections, bill of lading, drafts, domestic and foreign exchange, dis- 
counting bills receivable, remittances by wire, caring for business reserve 
funds, safe deposit vaults, cash for payrolls, etc., because we feel that a manu- 
facturer's first need is working capital and that the bank is the logical place 
for him to seek it. 

Big and strong companies sometimes go to the wall because of temporary 
lack of capital when a time of stress comes and finds them without suitable 
banking connections. 

It is this larger want of the manufacturer and the positive business-build- 
ing service of this bank which we want to emphasize at this time. 

The proper use of banking facilities is one of the chief aids to business 
efficiency and satisfactory results. 

Our complete and convenient equipment and the diversified experience of 



65 BANK ADVERTISING LETTERS 149 

the officers and directors of this old institution is a guarantee of sound man- 
agement and ability to give unsurpassed banking service. 

If you are thinking of starting a bank account or making a change in 
your present banking relations, come and see us or let us call and see you. 
Very cordially yours, 

Union Savings Bank and Trust Company. 

Cashier. 

TO PROFESSIONAL PERSONS 

UNION SAVINGS BANK AND TRUST COMPANY. 
Dear Sir: 

As a rule, a professional man does not require a bank's service as often 
as a business man, but when he does want banking facilities his need is just as 
great, and it is equally important for him to consider. carefully the strength 
and other qualifications of the bank soliciting his business. 

During the past twenty years and more, the Union Savings Bank and Trust 
Company has been honored with the accounts of many men of your profession 
-and other professions. At the present time we have 14 physicians on our list 
of depositors. 

The professional man needs a safe place of deposit for his cash and valu- 
able papers. 

He needs the safety and convenience of a checking account. 

He needs a financial adviser in whom he can place perfect confidence. 

He needs to establish a banking credit against that time when he may 
have an opportunity, but not sufficient cash to seize it. 

This bank will meet your requirements in all these particulars, and in 
many others. We take pleasure in sending you herewith a copy of our latest 
financial statement, and we would be very glad to make your personal ac- 
quaintance as we have no doubt it would prove mutually beneficial. 
Very truly yours, 

Union Savings Bank and Trust Company. 

Cashier. 

SAFE DEPOSIT BUSINESS 

THE FIRST NATIONAL BANK. 
Dear Sir: 

To show you the importance of using a safe deposit box we want to call 
your attention to a few facts with which you may not be famiiar. 

Do you realize that bonds are usually "bearer" instruments, payable to the 
holder both as to principal and interest, and that therefore, when you lose a 
bond it is just like losing so much currency out of your pocket? 

Do you know that, while stock certificates are executed to the owner, they 
are often endorsed in blank when used as collateral, and if lost, can cause the 
owner a lot of trouble, if not actual loss? For one thing, an indemnity bond 
to the amount of twice the value of a lost stock certificate is demanded by the 
•company that issued it before it will issue a new one. 

Then there is your mortgage or deed to a farm or other piece of real 
estate. Suppose you lost that through not keeping it in a safe deposit vault. 
What then? 



150 BANK ADVERTISING PLANS 

Your title would still be good, of cdurse, because your deed is recorded. 
But suppose you or your heirs want to borrow on the property or sell it ! And 
even if properly filed and recorded, copyists may have made some mistake, and 
then the original document is necessary as evidence. 

Why run the risk of such complications as these and many others that 
could be mentioned, when you can rent a private safe in our massive, impreg- 
nable, fire and burglar-proof vault for as little as $5 a year — less than two 
cents a day? 

Very truly yours, 

The First Natioxal Bank. 

N. B. — When the foregoing letter was sent out to a list of about 300 
names by the First National Bank of Brooklyn, New York City, it 
rented seven safe-deposit boxes at $5 a year. 

TO BORROWERS 

Following is a good form letter sent out by the Peoples National 
Bank of Waynesboro, Pa.: 

Dear Sir: 

We wish to call your attention once more to the advantages of dealing* 
with the Peoples National Bank. The rapid and continued increase in the 
number of our customers is taken by us as indicating that our way of doing 
business is becoming more generally appreciated by the public. 

It is our pleasure to extend to you our banking facilities, and if you are 
not now doing any business with us we would like you to consider the matter 
of opening an account here. 

Should you wish to borrow any money do not hesitate to call upon us. 
We feel sure that our knowledge of the financial standing of all the residents 
of Waynesboro as well as of Washington and Quincy Townships is not excelled 
and" you can confidently expect fair and moderate treatment from us when you 
wish to make a loan. 

If any of your friends desire to open a bank account or borrow money,, 
we will appreciate it if you will send them to us. 

Very truly yours, 

J. H. Stoxee, Cashier. 

TO STOCKHOLDERS 

The following letter sent out by the First National Bank of Toccoa, 
Ga v proved effective in getting results: 

Dear Sir: 

I am taking the liberty of writing you this letter because you are a stock- 
holder of this bank. You are a part of it. Its welfare is of vital interest to 
you. When you work for it — when you influence a man to become a customer 
— you are working for yourself. Ever think of that? 

We, inside the bank, are bending every energy toward three things — the 
satisfaction of our present customers, the gaining of new customers and the 



65 BANK ADVERTISING LETTERS 151 

making of profit for our shareholders. These three things require hard work, 
with an eye single always to absolute safety. 

Not depreciating to any extent the influence you are using for us now and 
nave used in the past, we feel that if the matter is called to your attention 
you will be willing to give just a little more of your time toward working for 
the First National. 

If you find a man who is undecided as to where to keep his money, tell 
him where you do your business; tell him how we have treated you; tell him of 
our large capital and surplus; tell him that we are the only national bank in 
the country; tell him who the men are who are behind the bank. If he brings 
his account to us, you confer a favor both upon him and us. 

The idea is: I want all the stockholders to feel that this is "our bank.'' 
AVhen this idea becomes general the splendid growth that the First National is 
already enjoying will be doubled. 

May 1 not expect your cooperation along the lines laid down above ? 
Yerv truly yours, 



THE GUARANTY TRUST COMPANY, 
Lancaster, Pa. 
Dear Fellow-stockholder : 

It's encouraging that since April over .$300,000 has been on deposit with 
this, your company. Getting new business is uphill work, however, and the 
"Guaranty" can only become successful by EYERY stockholder putting his 
shoulder to the wheel and all of us PUSHING together. 

Some stockholders seem to think that paying their stock subscription ends 
their responsibility, depending upon the directors to make a success of the com- 
pany. However, the only benefit a director receives from business he brings the 
company is derived through his ownership of stock, the same as any other 
stockholder. All stockholders being benefited alike, one should then be just 
as responsible as another for the growth of the company's business. Three 
hundred stockholders have a much wider range of influence than fourteen di- 
rectors, so our future rests largely with the stockholders themselves. 

Estimating that the directors have procured one-half of our present busi- 
ness, or .$150,000 of deposits, if each stockholder would bring only half as 
much business as each director, our deposits would increase to nearly two 
million dollars. This would place us in a position to make money — and profits 
mean an increase in the value of YOUR stock. A line of deposits like this 
would also hasten the growth of our trust business, where the company acts as 
executor, trustee, agent, etc. This business is usually slow to develop, coming 
as it does, mostly through the depositors of a trust company. 

Your business and your influence are what we need. If we do not yet 
have your account, let me again urge the importance of giving it to us at once. 
If you owned a store, would you buy from a competitor just because he was 
a good friend or because his store was nearer your home? This is YOUR 
bank; it should have your account. 

Only second to your business is your influence. Saying to your neighbor, 
*'l do my banking there," or "There's where I keep my account," does more 
good than a dozen letters from us. With our new building and modern equip- 
ment, he can get the best possible serive here, and word from you will often 
•decide in our favor — and new business means DIYIDENDS for you. 



152 BANK ADVERTISING PLANS 

1 have put matters thus frankly because I think you should realize that 
this is your bank, that it is able and wants to serve you in ALL your money 
matters, and that it needs your cooperation. There are over three hundred 
of us and we can bring big results with everybody helping just a little. Will 
you do your share? Come in — any time — let us talk things over. 

Cordially yours, 

M. Alexaxder, President. 



TO DIRECTORS 

THE FIRST NATIONAL BANK. 

Dear Sir: 

The impulse has come to me to write you a personal letter to thank you 
for the interest which you, as one of our directors, have taken in the welfare of 
the First National Bank during the past year and to bespeak a continuance 
of that interest in the coming year. 

As you know, our deposits are now nearly up to the $1,000,000 mark. We 
want to reach and pass that point this year, and I believe it can be done if 
every man connected with the bank puts his shoulder to the wheel and helps to 
keep things moving. 

We officers appreciate very much what our directors have done and arc 
doing in the way of sending us new business, but it has occurred to us that if 
we called special attention to our earnest desire to increase deposits this year 
perhaps you directors would see your way clear to go out of your way, if 
need be, to speak a good word for the bank to prspective customers. 

Of course, the greater our deposits the greater our profits will be, but 
entirely aside from that feature, I know you have a genuine pride in the 
progress of our institution. 

Wishing you continued health and prosperity, I remain 
Cordially yours, 

President. 

FOR SAVING ACCOUNTS 

Dear Sir: 

When you tie up money in any individual enterprise, it immediately be- 
comes a matter of care, attention and possibly of worry to you. Your returns 
in the way of dividends, and perhaps even the safety of your principal, depend 
upon success in all the details of management. Any individual business may 
encounter difficulties impossible to overcome. Failure may come from any one 
of dozens of wholly unexpected causes. 

It may be that changes in your own affairs will make it necessary to 
realize on your investments, and that may be the very time when it is most 
impossible to sell on a fair basis, and a heavy sacrifice may result. 

But when you invest your surplus money in a savings account in the Cen- 
tral National Bank of Battle Creek, the chances of loss, of uncertainty, of 
worry, and all care and attention on your part are wholly eliminated. 

This bank is radically different from any individual business enterprise. 
Its money is scattered in many diversified loans, all payable in short time, and, 
because of their diversity, the chance of loss to the bank is very small, while 



65 BANK ADVERTISING LETTERS 153 

the possibility of even the slightest loss reaching you is wholly eliminated by 
the bank's own capital, surplus and stockholders' liability amounting to $450,000, 
by the active supervision of the United States Government, and by the con- 
stant, personal oversight of a Board of Directors chosen from among the most 
conservative, responsible and experienced bankers and business men in Battle 
Creek. 

Your savings here earn FOUR per cent., compounded quarterly. You 
can draw the interest in cash, or if not so drawn, it is added to the account 
without attention on your part and thus the problem of collecting and re- 
investing the interest is eliminated. 

Upon receipt of the enclosed blank, filled out with remittance of your first 
deposit, a savings pass-book with proper credit will be mailed to you promptly. 
Very truly yours, 

The Central National Bank. 



THE TYLER COUNTY BANK. 
.Dear Sir: 

In order to make real progress in financial matters, it is necessary to save 
money systematically. 

To save money successfully, it is advisable to have some definite object to 
work for. That has been the experience of thousands of men and women who 
have got ahead by their own efforts. 

Are you looking far enough into the future to be willing to do without 
some things now for the sake of having them, with interest, later on? 

The anticipation of a future competence takes away the sting of present 
toil and self sacrifice. If you have a vision of what you want to have or be, 
•work and save now and you can accomplish it. 

Having a savings account in a strong and entirely dependable bank like 
this is one of the greatest possible aids to saving. 

Put something into the bank every week or every month, even if the amount 
is small. You will find that such regular savings accumulate rapidly, and as 
your account grows you will be in a position to take advantage of opportunities 
to make money when they come to you from time to time. 

You can open a savings account at this strong bank with $1.00. We pay 
four per cent, compound interest on savings accounts. 

Yours very truly, 

Cashier. 



THE TYLER COUNTY BANK. 
Dear Sir: 

Just a few words to you as a parent: 

The success of your children, to a large extent, will depend upon the start 
you give them when they are young. 

It is not so much the amount of money you leave them, as it is the kind 
of habits they learn from you. 

Are you teaching them to save money? 

The thrift habit has been at the root of most business successes. Are you 
going to give your children a start and encouragement along this line? 

The dollar a child' saves out of his own pocket money, if placed in a sav- 



154 BANK ADVERTISING PLANS 

ings account in the bank, where he can see it grow means more than just a 
little money saved and put away. It will mean the firm establishment, early in 
life, of the HABIT OF THRIFT, which will mean a great deal to him all 
through his career. 

One dollar is enough with which to start a savings account here, and it 
can be opened in trust by the parent for his young child. Deposits and with- 
drawals can be made by mail. Four per cent, compound interest. 

Ask for further particulars. 

Very truly yours, 

Cashier. 



THE FRANKLIN SOCIETY FOR HOME BUILDING AND SAVINGS, 

NEW YORK. 

Concerning Your Savings. 
Dear Sir: 

First mortgages are generally conceded to be the best investment existing. 
But there are degrees of security in mortgage loans as well as in other invest- 
ments, and experience has proved that small first mortgages ($1,000 to $7,500) 
on indivdual dwellings are better than any other class of mortgages. 

For more than twenty-two years the Franklin Society has invested its 
funds exclusively in this class of mortgages in New York and the immediate 
neighborhood. 

The safety of these securities, the Society's long and conservative record, 
its convenient methods, and careful supervision by the New York State Bank- 
ing Department make the Franklin Society an ideal place in which to put your 
savings. 

In January, 1911, it pays its forty-fourth consecutive semi-annual dividend. 
The rate is four and a half per cent, per annum. The possession of a Franklin 
Society pass book inspires satisfaction and confidence. May we be favored 
with an account from you? Tell your friends about the Franklin Society. 
Yours very truly, 

H. A. Theis, Second Vice-President. 

P. S. — Accounts of $10 or more opened on or before January 10 earn 
from January 1. 

CERTIFICATES OF DEPOSIT 

FIRST NATIONAL BANK, INTERCOURSE, PA. 
Dear Sir: 

Have you heard that the First National Bank of Intercourse will pay in- 
terest on Time Deposits, at the rate of three per cent, for six and twelve 
month periods, beginning January 1 next? 

Now, or later, you may have some money lying idle, and it might as well 
earn some interest for you. By putting it into this bank, on Time Certificate, 
you can make three per cent., and still have the privilege of withdrawing it 
at any time, by forfeiting the interest. If you need a loan, say, for thirty or 
sixty days, you can use the Time Certificate, to the amount of its face value, 
as collateral, and needn't ask any one to endorse for you. 



65 BANK ADVERTISING LETTERS 155 

Should you know of any persons in your community who have some money 
to deposit on Time Certificate we'd consider it a special favor if you'd call 
their atttention to our bank. 

Visit our institution so that we can talk over the matter with you, but if 
il is inconvenient for you to call, just write out your check in favor of "In- 
tercourse Bank," and mail it. Use the enclosed envelope, and it will be sure 
to reach us safely. Your Time Certificate will be returned to you at once. 

The best plan is for you to come to the bank yourself, bring your valuable 
papers along, rent a Safe Deposit Box in our fireproof Vault (only One Dollar 
a Year) and put all your valuable papers, along with your Time Certificate in 
a Safe Deposit Box. 

Hoping to be favored with a share of your business, at least, we remain 
Very truly yours, 

Willis R. Kxox, President. 



THE BANK OF DONALDS. 

Dear Sir: 

The fiscal year of this bank ended yesterday, and we take pleasure in send- 
ing you herewith a statement showing the progress the institution has made in 
the past twelve months. 

We also want to take this occasion to thank you for your deposits and 
other business with us and to express the hope that you have found our ser- 
vice and facilities so satisfactory that you feel disposed to extend your rela- 
tions with us, increase your balance on deposit here, and recommend us to 
your friends and neighbors. 

It is possible that there are some details of the service we offer with 
which you are not familiar. Perhaps you have never really learned by experi- 
ence just how helpful a bank can be to you in your business and financial 
affairs. 

Try us out and we will "make good" on our claims. Here are just a few 
of the points of our service: Loans, discounts, information, advice, refer- 
ences, bank drafts, safe keeping of money and securities, five per cent, inter- 
est on time deposits, certificates of deposit, letters of credit, telegraphing 
money, collections, and last, but not least, the great convenience of a checking 
account. 

At this time we want to call particular attention to the advantages of our 
Five Per Cent. Certificate of Deposit. If at present you have any extra money 
coming in, or if you have accumulated any surplus which you are not planning 
to spend or invest permanently at once, let us suggest this way to take care 
of it: 

Deposit it in this sound State-supervised bank for at least three months. 
AVe will issue for it a Certificate of Deposit which will bear interest at the 
rate of five per cent, a year for every full month the money is left on deposit. 

By this method your money is kept safely and earns a return which is a 
very good one for a temporary investment, and, since the Certificates are ne- 
gotiable by indorsement, the cash is instantly available whenever you need it, 
something which cannot be said for many another five per cent, investment. 

With your surplus money invested in our certificates of deposit, you have 
11 



156 BANK ADVERTISING PLANS 

the absolute guarantee of a fixed return on your money and you are freed 
from all worry which is incident to more speculative forms of investment. 

Further particulars will be gladly furnished. Consult us about this or any 
other financial matter, and do not forget that it is always the policy of this 
bank to provide a prompt, accurate and courteous banking service for all, and 
to combine liberal treatment with proper conservatism. 

Trusting that you will decide to get better acquainted with us for our 
mutual advantage, we remain, 

Very cordially yours, 

The Bank of Donalds. 



SECOND NATIONAL BANK, COOPERSTOWN, N. Y. 
Dear Sir: 

We are writing you this letter in order to call your special attention to 
some of the ways in which this bank can help you if you will give us the oppor- 
tunity. 

Eor a great many years this bank has carried on its business in Coopers- 
town, it has numbered among its depositors and customers thousands of the 
citizens of Cooperstown and in other communities in this vicinity. We have 
the strength, experience and equipment to handle your financial and banking 
matters in the most satisfactory manner, as we have done for so many others. 

There is one feature of our business that we want to refer to particularly 
at this time, and that is our Temoprary Certificates of Deposit in connection 
with our Interest Department. We issue certificates of deposit bearing interest 
at the rate of three per cent, a year. These run until the next interest date 
after six months from the date of the certificate. At that interest date the 
money may be transferred to the Interest Department and a passbook will be 
issued to the depositor. This is an ideal way for you to care for temporarily 
idle funds, as your money will be perfectly safe and profitably employed. 

Our Interest Department is practically a savings bank. A great many 
persons have found the maintenance of an account there a real help toward 
thrift. If you wish, we can provide you with a little calendar safe to use at 
home. These metal safes take all coins from a penny to a silver dollar. Money 
once put in cannot be taken out till the safe is brought to the bank to be 
unlocked so that the contents can be credited to your account. A handsome 
coolred calendar for a month is given with each safe and every month the safe 
is brough to the bank and a new calendar given. 

In addition to these features we have safe deposit boxes in our great vault 
to rent at from $4.00 a year upward. 

Come in and see for yourself what we can do for you. The officers of this 
old and reliable bank want to make your personal acquaintance. 
Very truly yours. 

Cashier. 



FIRST TRUST AND SAVINGS BANK, BILLINGS, MONT. 

Dear Sir: 

As, this spring, you will doubtless receive money for which you will have 
no immediate use, we take this opportunity of calling your attention to the 
difference between the income from money deposited at three or four per cent., 
and when deposited with this bank at six. 



65 BANK ADVERTISING LETTERS ' 157 

If your money draws six per cent, interest it will double itself in twelve 
years, while money at four per cent, requires almost eighteen years for the in- 
terest to amount to the original principal. The same proportion holds good 
for any period of time, and furnishes a striking illustration of the importance 
of procuring a profitable rate of interest on your money. 

The First Trust and Savings Bank is organized under the laws of Montana 
and is under State supervision, all of its affairs being conducted with the strict- 
est regard for sound banking principles. The certificates of deposit issued by 
this bank afford a convenient as well as an absolutely safe method of deposit, 
and they yield six per cent, interest per annum. 

Trusting that we may be favored with your deposits, we remain, 
Yours very truly, 

Geo. M. Hays, Secretary. 

TO DEPOSITORS 

UNION SAVINGS BANK AND TRUST COMPANY. 
Dear Sir: 

As the end of the year approaches we want to thank you for your deposits 
and other business with us during the past twelve months. 

We are pleased to send you herewith the latest statement of our condition. 
It shows an increase of three-quarters of a million dollars in deposits in the 
/past year — a good indication, we believe, of the popular confidence in this in- 
stitution and appreciation of the service it renders. 

It is our plan to keep our depositors fully informed as to the progress 
and condition of the bank, both for their own satisfaction and in order that 
they may be in a position to recommend us to their friends. For we hope 
that you have found our service and facilities so satisfactory that you will feel 
disposed not only to extend your relations with us, increasing your balance 
on deposit, but also to call the institution favorably to the attention of possible 
new depositors. From the fact that you are a depositor of long standing, we 
assume that you are entirely pleased with the security and service we afford 
you and, therefore, would willingly speak such a good word for us whenever 
you can. 

Perhaps you yourself do not realize and appreciate all the features of our 
service. Let us get better acquainted for our mutual advantage. 

Thanking you in advance for your consideration in this matter and wishing 
you continued prosperity, we remain 

Very cordially yours, 

Union Savings Bank and Trust Company. 

Cashier. 

P. S. — If you know of any firms or individuals we might interest in the 
Union Savings Bank and Trust Company, please write their names on the 
back of this letter and send it to us with your next deposit. 

THE NEW YEAR 

THE CORN EXCHANGE BANK, NEW YORK, HUDSON TERMINAL 

BRANCH. 
Dear Sir: 

At the conclusion of our business year, we feel that one of the most pleas- 
urable features of our work has been the cooperation of our depositors. The 



158 BANK ADVERTISING PLANS 

best expression of this cooperation has been their efforts to make us known to 
their friends. 

We wish to express to you our appreciation for your kindly effort in our 
behalf, and hope that in our future relations we shall continue to merit your 
esteem. We should be very much gratified if during the coming year you could 
be the means of bringing to us one new account, and we in turn will gadly do 
our utmost in extending to you and your friends the facilities of a strong and 
conservative bank. 

With best wishes for your future success, and hoping for a continuance of 
our pleasant relations, we beg to remain, 

Yours very truly, 

E. S. Malmar, Manager. 



To Our Depositors and Friends: 

A New Year is here and it is our hope that it may bring you success and 
prosperity. The past few years have seen considerable growth and many im- 
provements, and the coming year promises still further advances in the interests 
of this section. Let us resolve to do what we individually can toward making our 
community a better place to live in by putting the best of ourselves into our 
business relations as well as our personal relations, and working with intelligence 
and industry. 

The statement sent you herewith indicates the present condition of our bank. 
''Safety and Service" are our twin watch-words — our endeavor being to extend 
every facility permitted by unquestionably safe methods; as your interests and 
ours are identical, the good of one being the good of the other — the reverse of 
which is equally true. We handle all business with the utmost promptness and 
privacy and wish all transaction to be entirely satisfactory. 

Should you have a friend or neighbor who desires to open a bank account or 
possibly change a present one so that it will be more convenient, whether it be 
large or small, checking or interest, we hope you will have him come to us, and 
enclose an introduction card for this purpose. Your kindness in this respect will 
be doubled — you will confer a favor on both your friend and us. If each deposi- 
tor were to bring us one or more new accounts it would mean a considerable 
amount of new business for us and help to build up an institution that may serve 
the community in a constantly increasing measure. 
Yours very truly, 

The National Baxk of Smithtowm Branch. 



The Union Trust Company of Chicago, with its January, 1913. 
statement^ sent a letter as follows: 

To the Patrons and Friends of the Union Trust Company: 

It has been our annual custom to express to you our earnest appreciation of 
your good will, evidenced by the maintenance of your own banking relations with 
us and also by your aid in recommending us to your friends. This is a very 
pleasurable duty and we are glad to express our thanks once more. 

During the last ten years, that is, from January 1st, 1903, to the present 
time, the deposits of this bank have increased 254.4 per cent., and in fact there 
are only three ether downtown banks organized ten years ago or more which 



65 BANK ADVERTISING LETTERS 159 

have shown as rapid a growth. This showing is more noteworthy on account of 
the fact that the growth referred to has been made without consolidation or ab- 
sorption of other banks. The business acquired has been of a very substantial 
class, we believe, and has been principally that of merchants, manufacturers, cor- 
porations, individuals and banks. 

1 am pleased to state that our stockholders have re-elected the old Board of 
Directors, and have made one addition — Mr. Edward M. Hagar, President Uni- 
versal Portland Cement Company. Mr. Hagar's judgment and experience will 
be valuable to the bank. 

During the latter part of the year the Savings Department and Woman's 
Department have become established in their new quarters and are now able to 
give their patrons, who number over 19,000, much quicker service in more pleas- 
ant surroundings. Our Savings Department is the most conveniently located of 
any in the city, being on the ground floor, just one-half block from State and 
Madison streets. Madison street is probably the busiest east and west thorough- 
fare in the downtown district. 

Following our established policy we have made further additions, amounting 
to $150,000, to CajDital and Surplus account out of profits, which inures to the 
increased safety of our depositors. The combined Capital and Surplus now 
amounts to $3,650,000. 

Wishing our friends a very satisfactory and pleasant Xew Year, I beg to 
remain, Very truy yours, 

F. H. Rawsox, President. 

TO RAILROAD MEN 

THE MERCHANTS BANK, 

LlVIXGSTOXE, MOXT. 

Dear Sir: 

Did you ever give serious thought to the importance of connecting yourself 
with a good bank? 

The benefits are real and practical and such as you will surely appreciate if 
you take advantage of them. The Merchants Bank gives its customers every ad- 
vantage that any bank can give with safety. 

The interests of our customers have personal attention. We try in every- 
way to please those who intrust their business to us. 

We would take great pleasure in cashing your railway checks or any other 
checks you may have. 

When you draw your pay, if you wish to avoid spending it all, lay aside just 
enough for present needs; then deposit the balance in our Savings Department 
or Time Deposit Department, in either of which we will allow you a liberal rate 
of interest. 

If you want to send a draft under the amount of $10 to any of your friends, 
we will be glad to accommodate you without charge. 

We specially call your attention to our check account system, which is a 
safe and business-like way of keeping tab on all your expenditures. To pay bills 
by check means that you are careful in business, and gives you a decided good 
standing in the community. 

We ask you to come in and see us and have a good personal talk along these 
lines. 

We want your business and will be glad to render you courteous treatment. 
Very truly vours, Assistant Cashier. 



160 BANK ADVERTISING PLANS 

SPECIAL SERVICES 

Dear Sir: 

We know very well that you appreciate the many way in which we favor 
you; the things that in themselves seem trifles, but which, if not done, would 
cause you inconvenience; things for which we do not charge and for which we 
would not accept any pay. We know you appreciate them, for you have shown 
it by doing the business with us that you have. 

Most every bank that we know anything about opens at nine o'clock and closes 
at four o'clock; this bank has for over twenty years kept open for your accom- 
modation from morning until night; we never close on holidays, for that might be 
the very day you would want to transact some business. We have had other 
banks ask us to close with them on holidays, but we would never do so, and we 
are staying open and taking no holidays, simply to accommodate our customers. 

For your own accommodation and for the pleasure we derive from assisting 
you, we write all of your deeds, mortgages, notes and other legal papers free of 
charge, and we want you to call on us whenever you have any work of this kind 
to be done; we also record your deeds and obtain marriage licenses, or look after 
any other business you may have at the Court House. 

Now there are some things you can do to accommodate us, and it will not 
cost you one cent or put you to any inconvenience. We want you to bring your 
cotton tickets to us to be cashed; it makes no difference to whom you sell or 
where the buyer tells you to go, you can bring the tickets here and cash them. 
This will be an accommodation to us and will be appreciated. 

Our cooler is still full of ice water. 

Very truly yours 



Dear Sir: 

While the principal cotton buyers will pay off at this bank, we will cash the 
tickets of any buyers to whom you may sell, it matters not where they may tell 
you to go, and we want our customers to bring their tickets to us always; we 
will give you cash on them or place to your credit, as you may wish, and it 
would be quite a favor to us for you to bring them here. 

You may have some renters who sell cotton; if you have, tell them to leave 
your rent here for you ; we will send you a complete statement of the cotton sold. 

Numbers of our customers have more or less money loaned out in the coun- 
try; if you have any and will leave the notes here with us, we will notify the 
parties, if you wish, and will collect them for you. 

If you have any deeds, mortgages, notes, rent notes, contracts, wills or other 
legal papers that you wish drawn up, come in to us and we will prepare them 
for you without any charge whatever. Sometimes it may not be convenient for 
you to bring your wife to sign the papers; in cases of this kind we will take 
pleasure in driving out to your home, provided you do not ask us to take any 
pay for it. 

Some of our customers have said that they felt that they were imposing on 
us in matters of this kind; please do not think this, for it is a pleasure for us to 
be of any assistance to you, and we want you to call on us any time we can do 
anything for you. 

Very truly yours 



65 BANK ADVERTISING LETTERS 161 

Dear Sir: 

Some things, like polities and the weather, are everybody's business, but your 
banking transactions are nobody's business but your own and the bank's. A man 
likes to do business in confidence, and does not like to have his transactions and 
his pecuniary arrangements talked about and discussed. We have no stockhold- 
ers or directors who may have curosity enough to want to know something of 
your business. We are not interested, either directly or indirectly, in any other 
business; we are in the banking business and you have never heard of us wanting 
to trade or sell anything; we can never take advantage of knowing how much 
money you have, for we will never want to trade or sell you anything. 

We will consider it quite a favor if, when you sell your cotton, you will 
bring the tickets to this bank. Most of the buyers will pay off here, but we will 
cash the tickets of any buyer, no matter where he may tell you to go. This will 
be quite an accommodation to us and will be very much appreciated, for which 
we thank you in advance, and shall be very glad indeed to have you call on us at 
any time, so that we may return the favor. 

Don't forget us when you have any legal papers to be drawn up; we know 
how to prepare them correctly and it gives us pleasure to fix them for you with- 
out any charge whatever. 

Very truly yours. 

TO WOMEN 

xo. 1. 

Dear Madam: 

1 have taken up with Mr. Beard the matter of inviting you to open an 
account with us and I am sending you my card of introduction to him. 

1 hope you will find it possible to stop in and look over our bank and make 
his acquaintance very soon. 

I might add that this bank is in splendid condition to handle your account 
and 1 wish to call your attention to these facts: that we are a commercial bank, 
owned and controlled by the officers and directors of this corporation and not 
affiliated with any other financial institution. All questions are answered promptly 
and without appeal to any one else. Courtesies are extended freely, consistent 
with sound banking. 

If Mr. Beard should be out when you call, I shall be glad to have you ask 
for me. Very truy yours, 

J. Adams Browx, President. 



NO. 2. 
Dear Madam: 

Some time ago I sent you my card of introduction to our cashier. I have 
not heard from you and Mr. Beard informs me that you have not called on him. 
We both would like to have you open an account with us and I personally assure 
you that I will go out of my way to make it pleasant for you. 

As you know, every bank has a different way of extending courtesies, and we 
believe our methods will appeal to you. The personal element is very strong here 
and the fact that the management is vested in the active heads, enables us to 
favor promptly, which is quite impossible in the bulky financial institution. 

If you find the demands on your time prevent you from coming to see us, 



162 BANK ADVERTISING PLANS 

then 1 or some one from the bank will call on you, if you will kindly send your 
card with a date and hour written on it. 

I hope 1 shall have the pleasure of hearing from you soon. 
Yours very truly, 

J. Adams Browx, President. 



The Wachovia Bank and Trust Company of Winston-Salem. N. C, 
sent out an imitation hand-written letter to women, as follows: 

Dear Madam: 

It is always in season and "good style'' to talk to you of your own affairs 
in relation to banking, of which the average woman is not so well informed as 
she should be. 

A woman performs her duties so nobly that she becomes an inspiration and 
a force that holds men to that which is best and noblest in life. 

Every woman owes a duty to herself and to her children as well in learning 
somehing of business and business methods. 

Banks are the only institutions helpful to women in the careful and prudent 
handling of her money matters. Banks are easily reached and glad to cooperate 
and serve. 

First, a bank account with this institution is a convenience. It is simple and 
safe and it gives you a record of all transactions. If you are wealthy, it proves 
of great usefulness. If you have saved, this bank gives you a plan to increase 
the saving. This saving permits of the gratification of some cherished fancy or 
becomes of great value in the day when ready money is a necessity. Saving and 
spending through the bank give business ideas and information that will stand 
every woman in good stead in a day when, upon her own knowledge, depends the 
proper management of her finances. 

Then, the future of the children depends on their knowledge of the value of 
money, so, if there is any one woman who needs bank protection and advice con- 
ducive to business training, you are that woman, for. it not only helps you, but 
enables you to train your child along a very essential line. 

Read this letter again carefully. Consider it and remember you must act 
and that the Wachovia Bank and Trust Company is ready to help. 

Yours truly, 

' C. L. Glenn, Advertising Manager. 



THE NATIONAL CITY BANK, NEW ROCHELLE, N. Y. 

Dear Madam: 

We feel that the women who have been doing their banking business with us 
during the past year and perhaps longer, have added materially to the efficiency 
of our bank, and as it would be quite a task for me to meet each one personally 
and express the favorable influence her business has had on our success, I am 
taking this opportunity of writing to you our appreciation of your interest in 
cur institution, and trust that you have received from us during the year just 
closing courteous treatment and satisfactory service. 



65 BANK ADVERTISING LETTERS 163 

\\ r e know that at times puzzling questions arise in reference to a bank 
account, and it will give me, as well as the other officers of the bank, pleasure to 
be of service in making plain what cannot be readily understood. Perhaps you 
would be glad to help us further by speaking a word of commendation to any 
of your women friends who are seeking a bank connection. We will appreciate 
the favor and thank you. 

As a reminder of the holiday season and for service during the coming year, 
we have prepared a useful and attractive pencil which we would like our women 
customers to use. One of these pencils has been laid aside for you and our pay- 
ing teller will be glad to deliver it either to you in person or on your order. 

Sincerely yours, 

Henry M. Lester, President. 

TO DORMANT ACCOUNTS 

THE FIRST NATIONAL BANK OF SEATTLE. 
Dear Sir: 

For some time now there has been no deposit or withdrawal on your account 
with this bank and we do not know just what your banking arrangements are 
at present. 

Consequently we are taking the liberty to send you our latest statement and 
to call your attention to a few special features of the service we render, some of 
which you may have overlooked. Perhaps you have never really given us a 
chance to show how helpful we can be to you in your business and financial 
affairs. We want to remind you of a few points of our service, as follows: 

Business Information, Advice, References, Loans, Discounts, Bank Drafts, 
interest on Time Deposits, Letters of Credit. Foreign Drafts, Telegraphing 
•Money, Making Collections, the Checking Privilege — in short, every convenience 
and facility of a modern banking institution. 

In addition to these, we have a fireproof and burglarproof safe deposit vault 
of the most up-to-date type, with rental for private boxes as low as $5 a year. 

We hope that it may he possible for us to resume our former pleasant rela- 
tions, and we would be glad to welcome you at the bank for that purpose. 

Cordially yours, Cashier. 

BANKING BY MAIL 

Dear Sir: 

In choosing a bank for your savings, you naturally wish to select an institu- 
tion that not only pays a liberal rate of interest, but one which is also as sound 
and secure as large capital and surplus, conservative management and strict bank- 
ing laws can make it. 

In our former correspondence we have demonstrated the advantages of our 
system of "Banking by Mail," and we now take pleasure in setting forth briefly 
why the Citizens Savings and Trust Company enjoys the full confidence of the 
country at large: 

First: It is one of the strongest financial institutions in the United Sates and 
is the oldest and largest trust company in the State of Ohio. 

Second: Its capital and surplus, which stand as security to depositors, 
amounts to over six and one-half million dollars, while its total resources exceed 
fifty million dollars. 



164 BANK ADVERTISING PLANS 

Third: It has conducted a successful savings bank business for forty-four 
years and its board of directors consists of representative Cleveland citizens, 
whose integrity and financial standing are unquestioned. 

Any amount down to one dollar will open an account drawing four per cent, 
interest, compounded twice a year. Send your deposit by money order, draft or 
check, made payable to the Citizens Savings and Trust Company. You will im- 
mediately receive a pass book showing the amount deposited to your credit. 
Yours very truly, 

The Citizens Savings and Trust Company. 



THE TYLER COUNTY BANK. 
Dear Sir: 

Figures are usually quite dry reading, but here are some which ought to be 
of personal interest to you: 

At four per cent, compound interest in a savings account, your money in 
twenty years would grow like this: 



Yrs. 


$5. 


$25. 


$100. 


1 


5.20 


26.00 


104.04 


2 


5.40 


27.04 


108.24 


3 


5.60 


28.12 


112.60 


4 


5.80 


29.24 


117.12 


5 


6.00 


30.40 


121.84 


6 


6.24 


31.62 


126.74 


7 


6.48 


32.88 


131.84 


8 


6.72 


34.18 


137.14 


9 


6.96 


35.54 


142.66 


10 


7.22 


36.96 


148.40 


15 


8.70 


44.94 


180.80 



20 10.50 54.64 220.26 

The above table shows very clearly what a substantial aid compound interest 
is to the work of building up a competence. 

The important thing for you to do now is to start a savings account in this 
strong bank, where your money will be safe and steadily at work in your behalf. 
Deposits and withdrawals can be made easily by mail. 

Yours very truly, 

Cashier. 

SEEKING COOPERATION 

A Pennsylvania bank keeps a careful record of new accounts in this 
way: Two weeks or so after a man opens an account, he is sent the 
following letter: 

Dear Sir: 

As you were among those who contributed to the satisfactory growth of this 
bank during the past month, I take this opportunity to thank you for the deposit 
with which you have entrusted us. 

The bank is the department store of finance, and we trust you will give us 
further opportunity to serve you in other departments of this financial store. 



65 BANK ADVERTISING LETTERS 165 

Our modern buiding and equipment enable us to meet every demand of a finan- 
cial nature. 

The man on the outside quite frequently sees ways in which the public could 
be better served, and we ask your cooperation in our aim to give efficient bank- 
ing service. Any suggestions you may have to offer, whether arising from your 
own personal needs or from your observation of the wants of others, will always 
be welcome. 

As a depositor of this bank you are doubtless interested in its continued 
growth and development. Will you favor us with the names of any who you 
think might be induced to give us their business? The enclosed form is for that 
purpose, and we will appreciate the confidence you will show us in using it. 

Again thanking you for your business, I am, Respectfully yours, 

A large percentage of the new customers who receive the letter and 
blank send in lists of their friends, to whom is mailed the following 
letter : 

Dear Sir: 

A friend of yours does his banking business with us. He is well enough 
pleased with this bank to have his friends deal here, and gave us your name as a 
prospective customer. 

From the enclosed folder you may get some idea of the banking facilities at 
your command here — perhaps you have heard of them through your friend — but 
it takes a personal visit to fully appreciate them. 

1 extend to you a cordial invitation to call just as soon as convenient, and 
assure you it will be a pleasure to me to show you through our new building. 
Bring your friends with you. It will be well worth the trip, just to see how a 
modern bank is equipped. 

You will find the officers right in the front, glad to greet old friends and 
eager to meet new ones. Come in and we will make you feel at home. 

Cordially yours, President. 

As new accounts are opened, the names are easily checked with the 
list secured from the forms enclosed with the first letter. The names 
secured from the forms make up a live list that may be followed up with 
advertising literature and letters. 

TO COLLEGE STUDENTS 

Financial institutions in college towns often make a particular effort 
to secure the business of students and faculty. The following letter is 
one which the Bunker Hill Branch of the City Trust Company of Boston 
sent out to Harvard students: 

Dear Sir: 

If you purpose being in this vicinity during the coming year, it would be a 
most excellent plan to become identified with a prominent Boston bank. 

We address you in the interests of the City Trust Company, because we have 
noted that there is some hesitancy on the part of young men in opening an ac- 
count with a large banking institution. We wish you to feel, however, that your 



166 BANK ADVERTISING PLANS 

account, irrespective of its size, will be most welcomed at this Trust Company. 

As you may observe from the enclosed statement, many of our officers are 
Harvard graduates, and, for this reason, take an interest in those Harvard men 
who are about to start their business or professional career. 

With this end in view, the writer would be glad to see you at any time, and 
to advise you on all financial matters. 

Trusting that we may be of service to you, 
Very truly yours, 

Percy D. Haughton, Assistant Secretary. 

TRUST COMPANY SERVICE 

The Franklin Trust Company of New York has been using the fol- 
lowing form letter: 

Dear Sir: 

During this period of inactivity a Trust Company is the most profitable de- 
positary for your funds. 

We extend to you a cordial invitation to avail yourself of the facilities 
offered by the company at its office, 140 Broadway, which is convenient to your 
office. 

We are glad to open small or large accounts, and allow interest on balances 
of $500 and over. 

Should you be unable to call here, we would be pleased to make an appoint- 
ment for our representative to see you at your office, at any time that suits your 
convenience. 

Hoping to be favored with at least a portion of your business, we are, 
Very truly yours, 

Franklin Trust Company. 



Dear Sir: 

If we were to offer you $100 as a gift you would be interested as to what 
prompted the generosity. If to bank here may mean the saving of many times 
that sum each year, isn't the proposition still more interesting? 

Letting well enough alone is " not a good business and you have not suc- 
ceeded along that line. Wnat was good enough yesterday is changed, until to- 
day, you know better the needs of your patrons and endeavor to better supply 
them. This builds your business. 

Many a merchant's business has been saved — saved by his bank. 

Some explanation and description of the methods of this bank are worth 
while. 

It is built for safety. Its paid in capital is $1,250,000. Safety, then, is the 
lirst consideration. Next, in order to succeed, the bank must render patrons an 
accurate and helpful banking service that it may draw business — your 
business — the business of others. Some say that any bank will do. Would any 
goods you might buy answer for your trade? We insist that there is a difference 
in banks, just as there is a difference in merchants. 

More than 15,000 persons have selected this bank because of the protection, 
service and helpfulness it offers them. 



65 BANK ADVERTISING LETTERS 167 

Suppose you desire to give a reference — one from this, North Carolina's 
strongest bank, certainly means something. 

Suppose you seek information relative to increasing your stock or making 
some business change. It is reasonable that our officers, being familiar with all 
lines of trade, can advise you so that loss may be avoided and no mistake made. 

Suppose you carry a checking account here — a part of the money is not 
needed for a time — our Savings Department or a Certificate of Deposit, con- 
vertible into cash at any time, will prove very satisfactory. 

You might wish to invest in some good stock or bond — our Bond Depart- 
ment possesses helpful information and will gladly assist you in securing just 
what is desired. 

You wish to name an executor for your estate. Our Trust Department never 
dies. It carries out every provision of the will to the letter at the lowest pos- 
sible cost to the estate. 

Whatever you need in banking you will find here. Fill out the enclosed de- 
posit ticket with the amount with which you desire to open an account. AVhat 
you need we can render. Are you going to be with us? 

Yours truly, Advertising Maxager. 



Dear Sir: 

Last July a friend of ours was taken ill, but his condition was not considered 
at all dangerous. He had been moderate in his habits and lived an active out- 
door life. While he was confined to his room he had time to think of many 
things which the rush of affairs previously had prevented. He decided to make a 
will, so he sent for a lawyer and explained that he wanted certain properties to 
to go to a favorite nephew, who had recently married. Also what he wanted done 
with other portions of his estate and how the family heirlooms were to be dis- 
tributed. 

Mr. S. was still sick in bed when the will was finished, but he and the lawyer 
went over it together and it was pronounced satisfactory and witnesses were 
called in. Mr. S. said, "Wait a minute till [ change my position so that I can 
write more comfortably and I will sign the will.'" He gave his pillow a push, sat 
up in bed, reached for the pen, but before he could put the pen to paper, he fell 
back dead. He had no idea of going then or for years to come. His wishes as 
expressed in the will were not carried out because it was not "executed." He 
waited too long. 

Why not make provision while you are strong and well for the care of your 
estate? If an accident happens, or if you are ill, you will not then be worried 
about things that might have been provided for. A will is not irrevocable. Its 
provisions can be changed by the maker whenever he wishes. We hare a booklet 
about trust and executorships that may interest you. We will send it to you for 
the asking. Yours truly, 

R. L. Low, Manager Banking Department. 



Dear Sir: 

Eighteen months ago one of our depositors came into our Jamaica office and 
said he was worried about his business — that his sales were satisfactory, but that 
apparently he did not have enough working capital. We went over he situation 



168 BANK ADVERTISING PLANS 

together. Some changes were made in methods of financing the business. We 
loaned him some money. To-day he is doing twice as much business and is in 
easy circumstances and making a good profit. 

Another instance: Last July, "Mr. X." came in and asked for an increased 
line of discount. The standing of "Mr. X." was beyond question. We analyzed 
the situation with him and he decided he would be better off not to increase his 
line. He came in last week and said it turned out as the analysis had shown. 

The foregoing might be called "Constructive Banking." The Constructive 
Banker aims to make not only "good loans — but to lend money in such a man- 
ner as to help his depositors to the best advanage. 

We offer you in our Jamaica office the advantages of Constructive Banking 
and remind you that you are dealing with the strongest finanical institution on 
Long Island. Very truly yours, 

R. L. Low, Manager Banking Department. 

CHANGE OF INVESTMENTS 

North & Company, bankers, Unadilla, N. Y., announced to their de- 
positors a change of plan in regard to the bank's investments as follows: 

To Our Depositors: 

In order to further safeguard your deposits, we beg to announce that be- 
cause of changed conditions and increased risks in lending money on notes, we 
will, beginning with January 1st, 1911, invest less in notes and more in bonds — ■ 
safety of principal being preferable to high interest income. 

No promiscuous outside loans will be made — and only good commercial paper 
and collateral loans will be accepted from our depositors, to such extent as their 
balances warrant. 

With the increased number of banks in this section, there is danger of 
"double discount lines" by some borrowers getting all they can at several banks. 

We have our demand deposits in United States bonds and cash on hand and 
in reserve banks; other deposits in New York State bonds and high grade se- 
curities. 

The high quality and convertibility of our assets render our bank an un- 
usually strong one. It is our aim to keep it in such condition that there can be 
no safer place in which to deposit your money. 

Very respectfully, North & Co. 

FINANCIAL STRENGTH 

The Jamaica office of the Title Guarantee & Trust Company, New 
York, sends out form letters to a large list of names every month. Simul- 
taneously advertisements covering the same topics appear in local Long 
Island papers. The following is one of the letters: 

Dear Sir: 

When you deposit money you should be sure that the bank will be in a posi- 
tion to pay it back when you want it. 

The test of a bank's strength is the proportion of capital and surplus to its 
deposit obligations. This company, including stockholders' liability, has behind 



65 BANK ADVERTISING LETTERS 169 

its deposits more than $19,000,000 of its own, besides the deposits themselves. 
There is no other bank of Long Island that can make such a showing. 
You are invited to call at 350 Fulton street, where we will be pleased to fur- 
nish any further information you may desire. 
Yours very truly, 

R. L. Low, Manager Banking Department. 

CLOSING ACCOUNTS 

The First National Bank of Englewood, Chicago, for some of its 
correspondence uses a combination letterhead and statement folder. This 
bank writes to depositors who want to withdraw their account, as follows : 

Dear Sir: 

It is with a feeling of regret that we note the recent discontinuance of your 
account in our Commercial Department. Should its termination, by chance, have 
been caused by a lack of due courtesy on the part of any of our employees, we 
trust that you will not delay in advising us. 

We appreciate in proper measure your consideration and conndence. Should 
you find it convenient to renew business relations with us, we assure you that 
your interests will ever receive our vigilant care, and your desires our prompt 
attention. Yours respectfully, Cashier. 

LOCAL PRIDE 

Dear Sir: 

As a customer of this bank, you are, of course, interested in its welfare, and 
i'or that reason I am taking the liberty of writing you this letter. The policy of 
the management of this institution has always been one of friendly interest and 
personal service to its customers. 

You are no doubt familiar with the history of the owners and directors of 
this bank, dating back for more than a generation in this community, during 
which time we have all, both stockholders and customers, labored together for the 
upbuilding of Storm Lake and the surrounding territory. "We, to-day, have a 
bank strictly "A Home Institution," every dollar of its stock being owned in 
Storm Lake and its loans made entirely to local borrowers, for the upbuilding, 
advancement and improvement of this section. 

We are endeavoring to give our customers a service that is in every way 
satisfactory to them — coupled with absolute safety. It is the endeavor of every 
officer and employee to see that the requirements of every customer are properly 
cared for and should anything unpleasant ever occur, I will esteem it a personal 
favor if you report to me, for otherwise I might never hear of it. 

If you have a friend who desires to open a bank account or possibly change 
his present one, whether it be large or small, checking or savings, I hope you 
will have him come to us. Your kindness in this respect will be doubled — you 
will confer a favor both upon your friend and us. If each customer were to 
bring us one or more new accounts, just think what an increased business it 
would mean. 

May I not expect your hearty cooperation in view of the facts as stated 
above, which we promise to merit and to appreciate? 

Very truly yours, etc. 



170 BANK ADVERTISING PLANS 

COMMERCIAL BANKING 

Dear Sir: 

Investment banking, as compared with commercial banking, has held the at- 
tention of our business community for some time. 

A commercial bank's business is based mainly upon one, two, three or four 
months' notes, which are constantly being made and as constantly paid, because 
the needs of the makers are continually changing with the production and con- 
sumption of commodities. 

To use commercial funds for investment purposes constitutes investment 
banking, curtails legitimate business enterprises to the same extent, promotes 
speculation, and, if not checked, threatens the very foundation of our economic 
and trade system. The basis of its business is fixed, and its loans upon collateral 
are likely to remain the same for an indefinite period. 

The discounts of a well regulated commercial bank vary with the productive 
interests of the country, and are changing from day to day; maturing notes of 
one branch of industry are used to meet the needs of another. Its assets are 
quick assets and are in liquid form. 

The Penn National Bank is strictly a commercial bank, is under Government 
supervision, clearing-house protection and oversight, and maintains a proper and 
sufficient cash reserve. It is independent of the control of any single interest 
and is able to meet the reasonable needs of its patrons at all times. 

We invite your attention to the enclosed statement and offer you all the 
facilities and advantages of a commercial bank, developed and perfected by eighty 
years of successful service. 

Your personal account, large or small, should have the same protection as 
your business account. Vtry truly yours, 

S. S. Sharp, President. 

CHECKING ACCOUNTS 

The First Mortgage Guaranty and Trust Company of Philadelphia 
used a large number of separate piece of follow-up matter. One of its 
follow-up letters read as follows: 

Dear Sir: 

Not having received any reply to our recent letter on savings, it has just 
occurred to us that you might be interested in opening a checking account in- 
stead of a savings account. 

Among the bankers, Philadelphia is known as a free collection point. There 
are no charges for collection on Philadelphia checks and we accept checks or 
drafts on all cities and towns in the United States without charge for collection. 

You can open a checking account by making an initial deposit as low as $50 
and we allow from two to two and one-half per cent, inerest on daily balances, 
depending upon the amount of the account and the activity thereof. A good 
healthy balance, with relatively few checks per month, is as well worth two and 
one-half per cent, interest as others are worth two per cent. Some accounts at 
certain seasons are worth three per cent, interest. 

You can make deposits with us by check or draft on any bank in the United 
States or by post office money order or express money order. 

If you will write us regarding your checking account, that is what your daily 



65 BANK ADVERTISING LETTERS 171 

balance would average and activity of your account, we will be very glad to 
advise you just what rate of interest the account will earn. 

We would be very glad to have you open a checking account and hope to 
have the pleasure of hearing from you by return mail. 

INDIVIDUAL SERVICE 

Dear Sir: 

Are you receiving the proper service and assistance from your bank? 

Is every detail of your banking business being handled in a way that is 
perfectly satisfactory to you? 

The Mechanics Bank has every facility for attending to your wants properly 
and promptly. Our splendid building and central location offer you every con- 
venience. 

You may feel free to consult with our officers at any time about any financial 
problem. 

Between our depositors and ourselves exists an intimate, personal bond of 
confidence and cooperation. Many of our customers have told us that this indi- 
vidual service has played an important part in their business success. We aim 
to be genuinely helpful — even beyond the mere routine of ordinary banking 
courtesy. 

This service we place at your disposal. Backed by the ample security and 
complete facilities of The Mechanics Bank, it is worth your careful consideration. 

If you are thinking of changing or enlarging your banking connections, Mr. 
Erisbie or I would be very glad indeed to talk it over with you. 

Yours very truly, 

THE MECHANICS BANK, 

W. H. Douglass. President. 

P. S. — We maintain a special Department and Service for ladies. 



THE PERSONAL TOUCH 

Dear Sir: 

I wonder what feature of a bank's service you consider most important. 

Prompt, personal, courteous attention to your interests by every officer and 
employe. Do you know of anything more important than that? 

You want, of course, perfect safety for your funds. The Mechanics Bank is 
strong and secure. It is also centrally located and excellently equipped. 

But, above all, the feature of our service which will appeal to you most is 
the close cordial relation existing between our depositors and our officers and 
employees. 

You will never encounter any unnecessary delays in transacting business with 
us. There is no useless "red tape" — no stiff, unbending formality. 

We especially pride ourselves upon the promptness with which we pass upon 
loans. Such applications are passed upon immediately but carefully. We never 
depart from safe banking methods, but liberality and courtesy are always our 
unfailing aim. 

If you make inquiries among our depositors, you will find why it will be to 
your advantage to open an account with us. Mr. Frisbie or I will be pleased to 
12 



172 BANK ADVERTISING PLANS 

discuss the matter with you at any time, if you are thinking of changing or en- 
larging your banking facilities. Yours very truly, 

THE MECHANICS BANK, 

W. H. Douglass, President. 
P. S. — We maintain a special department and service for ladies. 

BANKING PROBLEMS 

Dear Sir: 

There are many reasons why you should make The Mechanics Bank YOUR 
bank. 

Let me point out to you just a few of these reasons. 

First of all — Safety. For eighty-eight years this bank has safeguarded its 
depositors. Its record is absolutely sound. Its management is in the hands of 
successful, well-known New Haven business men. 

The central location and superb equipment of our modern building are also 
important advantages for you to consider. 

But I wish to emphasize chiefly the service which we are able to render you. 

Promptness, careful attention to even the minutest details of banking service, 
liberality, courtesy — these sum up the reasons why your banking relations with us 
will be pleasant and satisfactory. 

We are fully equipped to render you the financial assistance and counsel 
which is your due. This service will not be given you grudgingly or half-heart- 
edly — but willingly and whole-heartedly. 

If you have any banking problems, come in and talk them over with Mr. 
Frisbie or myself. Perhaps we may be of assistance to you. 

Yours very truly, 

THE MECHANICS BANK, 

W. H. Douglass, President. 

P. S. — We maintain a special Department and Service for ladies. 

EMPHASIZING GROWTH 

NORTHERN NEW JERSEY TRUST COMPANY', EDGEWATER, N. J. 

Dear Sir: 

The business of this company in ONE very important respect is not unlike 
any and every other line of business. That is, in order to succeed we must 
PLEASE OUR CUSTOMERS; we must make it to their ADVANTAGE to do 
their Banking with us. 

It is with a great deal of satisfaction, therefore, that we point to the in- 
crease in our business, reflecting as it does the satisfaction of our customers. 

In the past year our accounts have increased in number from 1425 to 10-20; 
deposits in "savings accounts" have increased from $117,000 to $154,000 and on 
check accounts from $370,000 to $444,000. Our loans to burroughs and towns have 
increased from $64,000 to $175,000, while a substantial gain was made in surplus 
and undivided profits. 

If you already have an account with us, please accept this as our assurance 
that your business is appreciated. 

If you have no account as yet, we shall be pleased to have you call and lei 
us explain our advantages for serving you. Very truly yours, 

S. L. Doremfs, Secretary and Treasurer. 



65 BANK ADVERTISING LETTERS 173 

TO NEW DEPOSITORS 

We take this opportunity of expressing our appreciation of the account which 
you have opened with us and we wish to assure you that our officers and em- 
ployes will esteem it a pleasure to extend to you every courtesy and attention. 

There are two features to which we wish to call your attention — more pro- 
tection than found at many other banks and a painstaking effort to render you a 
helpful banking service through any of our several departments. 

Nearly every person needs a checking account on which to draw for the 
payment of obligations and nearly every one has some definite plan in mind 
which cannot be realized until a certain sum has been accumulated through such 
a plan as is offered by our Savings Department. 

Still others find one of our other departments helpful, for we render you the 
same good service in handling your insurance, selecting an investment through 
our bund department, in acting as your agent or when naming us as executor of 
your will. 

It has been our experience that satisfied patrons are always pleased to 
recommend a bank to their friends and acquaintances and we trust that your 
relations with us will prove so satisfactory that you will take pleasure in direct- 
ing to the "Wachovia Bank and Trust Company any persons whom you consider 
would be benefited by having an account with this bank. 

If at any time we can be of assistance to you by furnishing information or 
advice regarding financial matters, we cordially invite you to call upon us. 

Yours truly, Advertisixg Maxager. 

GOOD \¥ILL 

In sending out a booklet containing slips to be used by depositors in 
introducing new depositors to the bank, Walter E. Frew, president of the 
Corn Exchange Bank, of Xew York, writes to depositors: 

Our bank has through the efforts of our depositors and our official and 
clerical force increased its net deposits to the sum of $60,000,000, and I wish on 
behalf of the bank to thank you for the part you have contributed to this grati- 
fying result. 

Assuring you on our part of a continuance of the same conservative policy 
that has characterized our bank since its incorporation in 1853, and our wish to 
retain your good will and helpful assistance in our further growth, I am, etc. 

WITH STATEMENTS 

Form letters from Corn Exchange National Bank, Philadelphia: 

AVe present to you our last "Corn" statement, lately called by the Comptrol- 
ler of the Currency, and a comparison of the last three statements called. 

The large increase in business shown is not only the result of easier condi- 
tions of the money market, but of many additions to our list of depositors. 

May we suggest an investigation of our banking methods? 

Respectfully yours, Cashier. 



The Comptroller of the Currency is required by law to call for statements of 
all national banks five times each vear. The last statement was called for Sep- 



174 BANK ADVERTISING PLANS 

tember 4. Our enclosed circular contains both this statement and a comparison 
with those of previous years. N 

In addition to the semi-annual examinations by the National Bank Exam- 
iners and for the further security of the bank, the directors have required for 
many years frequent and thorough audits of the books and assets of the bank by 
outside certified public accountants, and at the present time this work is done by 
Messrs. Lybrand, Ross Bros. & Montgomery. 

We feel your interest in the success of the "Corn Exchange" will prompt you 
to suggest its name and standing to all of your friends wishing to form new 
banking connections. Very truly yours, 

Charles S. Calwell, Cashier. 



As yet we have not the pleasure of your name on our books. 

Do you know any of our depositors? Through their interest we constantly 
increase our business friendships and through our methods of handling business 
we hold our friends. 

Our latest statement is enclosed. Very truly yours, Cashier. 



Mr. CalweD wrote as follows: 

Enclosed you will find some sample letters which we have sent to business 
houses in Philadelphia, calling special attention to statements. 

The letters were printed with special process, which gives them the appear- 
ance of having been copied. The addresses, of course, were printed on the type- 
writer in the usual way. 



THE COAL AND IRON NATIONAL BANK, NEW YORK. 

Gentlemen : 

In addition to the periodical examinations by Government Examiners, the 
Comptroller of the Currency requires National Banks five times yearly to file 
itemized statements showing conditions several days prior to the call, thus pre- 
cluding any adjustment of figures. This method of course operates for greater 
security among National Banks. For the information of our friends it is our 
custom to publish these statements in condensed form as per enclosed copy, 
under date of March 8, which we trust you will read with interest. 

We invite your particular attention to the unusual strength and diversity of 
business interests represented by our board, 'which indicates the scope of our 
business and insures safe and conservative management. 

As our location is convenient for your purposes, we are prompted to offer 
our facilities, which embrace every function which can be performed by any 
National Bank consistent with the rules of the Clearing House Association, of 
which this bank is a member. 

As this bank conducts a strictly commercial business, with due regard to the 
mutuality of interests between a bank and its depositors, we trust that such a 
connection may appear attractive to you. 

We sell Foreign Drafts, Travelers' Checks and Letters of Credit, execute 
orders for the purchase and sale of securities in all markets and handle business 
on all parts of the world. 

In our Safe Deposit Vaults we rent boxes for the safe keeping of valuable 
papers at $5 per annum and upward. Very truly yours, 

David Taylor, Vice-President. 



65 BANK ADVERTISING LETTERS 175 

To Our Friends and Customers: 

We are enclosing herein financial statement of condition of this bank as ren- 
dered to the Comptroller of the Currency on June 30, from which you will see 
something of the growth of our institution. 

It is exceedingly gratifying to stockholders and management of the Buchanan 
National that such a healthy growth can be shown, and we desire to express our 
appreciation for the support given us by the business public. 

If we have been of service to you in the handling of your banking business, 
we would highly appreciate a good word spoken in our behalf to your friends, 
with a view of securing them as depositors. 

With best wishes, we are, Very truly yours, 

The Buchaxax Natioxal Baxk. 



THE MERCHANTS NATIONAL BANK. 

Dear Sir: 

At this time, when there is so marked a tendency to concentrate funds 
lodged in this centre, is it not worth while to consider the desirability of doing at 
least a part of your New York business (as an anchor to windward) with an 
entirely independent institution? 

During the period in which the tendency to consolidate has been rife, this 
bank has maintained its individuality independent of the control of any single 
interest and its affairs are under the management of its directors and officers for 
the benefit of its whole clientele. 

in times of stress we do not have any "interests" to "take care" of and our 
resources are then available for all of our customers to the extent of their re- 
sponsibility. 

We enclose a copy of our last statement, with a list of our directors. These 
names and figures will emphasize to you our relative strength and conservative 
management. 

We are proud still to have as customers a number of banks with which we 
have had cordial relations for over one hundred years, and we should be glad to 
have your institution among the number of our well pleased depositors. 

Very respectfully yours, 

Joseph Byrxe, Cashier. 

GENERAL LETTERS 

Dear Sir: 

If you are contemplating any change in your banking connections or the 
separation of your personal from your business account, the Exchange Trust 
Company presents several important reasons for asking the privilege of becom- 
ing your depositary: 

It is a commercial bank. 

It is independent of any other financial institution. 

It is does not underwrite or participate in any syndicate propositions. 

Its officers are accessible to and personally interested in the depositors. 

Its policy is to loan its funds to depositors to the limit of safety, not to 
officers or directors. 

Its relations with the depositors are strictly confidential. 



176 BANK ADVERTISING PLANS 

It pays interest on checking accounts of $300 or over and special arrange- 
ments made for trust funds and time deposits. 

Its banking rooms are centrally located and arrangements can be made for 
late deposits. 

A representative will call if desired. 
Opposite State Street Tunnel Terminal. 
Yours respectfully, 

Exchange Trust Compaxy, Boston, Mass. 



UNION SAVINGS BANK VXD TRUST COMPANY. 
Dear Sir: 

The three chief things that a business man demands of his bank are: 
SECURITY, CONVENIENCE, SERVICE. 

Each of these is afforded in a high degree by the Union Savings Bank and 
Trust Company. 

As to Security. Twenty years old; capital and surplus, $155,000; directors 
are prominent in the business life of the city and meet frequently to confer on 
the affairs of the bank; officers are able, conservative and experienced; bank ex- 
amined twice a year by the State banking authorities and twice by the directors.. 

As to Convenience. This bank is located near the place of business of every 
one to whom this letter is sent. Our banking room is commodious, well lighted 
and convenient in every way. 

As to Service. Every equipment and system for facilitating the business of 
the bank and its customers is in use here. Customers are sure of prompt and 
accurate service and courteous treatment. Our officers are easily approachable 
and glad to advise customers in banking and financial matters. Dealing each day 
with men in all lines, they are constantly in touch with specific as well as gen- 
eral conditions. The members of our staff will treat you with courtesy and han- 
dle your business with accuracy and dispatch. 

Please drop in and see us or ask us to call on you. We want to meet you, 
and we believe our acquaintance would prove mutually beneficial. Let us show 
you just how we can help you in your business and financial affairs. 
Very cordially yours, 

Union Savings Baxk and Trust Company. 

Cashier. 



Dear Sir: 

A few days ago there came to my desk from one of our bank correspondents 
a small book called "Mr. Brown's Experience," giving in the form of a very read- 
able story an account of how this Mr. Brown and his family required and were 
well served by the facilities of this particular up-to-date institution. It would be 
too long to give you this story in a short letter, although I know you would be 
interested in it, but I would like to tell you in a few words what the National 
City Bank of New Rochelle can do for you and how you can use its various 
departments to your advantage. 

To begin with, I feel you ought to know what kind of a bank I am offering 
you for your consideration and I am enclosing a copy of the latest statement 
made to the Comptroller of the Currency at Washington, which gives in a con- 
densed form the standing of the bank at this time. On the page opposite the 



65 BANK ADVERTISING LETTERS 177 

statement are some facts in reference to our business which you will find inter- 
esting. 

Besides our Commercial or Business Department, which you should see and 
use to appreciate, especially the Ladies' Room, we have an Interest or Savings 
Department, where all members of the family can have accounts. 

Our Safe Deposit Vaults and our lareg room for the storage of valuables 
are the most complete in the county, and we have been told the finest in the 
State of New York outside of New York City. 

Further, when you or any of your family or friends are going traveling- 
cither in this country or abroad, we can serve you well in providing for the safe 
conveyance of your money by either Travelers' Cheques, Foreign Drafts or Let- 
ters of Credit. In short, whatever you may need in the banking line, call and see 
us about it, for we can supply your wants. 

Let me add in closing that an account with this bank will be a sufficient in- 
troduction to allow you to bring before our Discount Committee the matter of a 
loan if you should need it. 

Trusting that the opening of the spring, which will soon be with us, may 
bring with it the prosperity which seems also near at hand, and that we may 
both enjoy some of their benefits, I remain, as ever, 
Sincerely yours, 

THE NATIONAL CITY BANK, 
New Rochelle, N. Y. 

Henry M. Lester, President. 



THE WEST END SAVINGS BANK AND TRUST COMPANY. 

Dear Sir: 

"Is it a good bank?" 

That is the question which one naturally asks when a new banking connection 
is proposed. 

A good bank is one which combines strength and service in a high degree, 
and that is what the West End Savings Bank and Trust Company does. It has 
large surplus and undivided profits, a very efficient staff of experienced officers 
and employees, and a modern building with an up-to-date equipment. 

Genuinely "constructive banking" is our aim, and we emphasize the business- 
building service which we extend to our depositors. 

Do you realize that a good banking connection, with all that it implies, may 
mean the difference between success and failure in your business? 

We have known of many instances where a business, started by men of little 
means, but of integrity and ability, has, through wise banking connections, 
become strong and prosperous. 

This bank is able to help you in such a way that you can get better results 
from your own efforts. Dealing each day with men in various lines, our officers 
are constantly in touch with conditions in every trade and industry. 

Frequently we are able to put our customers in possession of facts that bring 
them profit or save them loss. 

This bank has helped a large number of business men, both in times of pros- 
perity and in periods of storm and stress. 

We offer a bank large enough to inspire the confidence of its customers, but 
not too large to give every consideration to the interests of every customer. 

The undersigned would be glad to meet you personally to talk over your 
banking requirements. Very truly yours, H. S. Hershberger, Cashier. 



CHAPTER XVI 

216 BANK EMBLEMS OR TRADE-MARKS 

AN appropriate emblem can be made to mean a good deal to a bank. 
It lias a distinct advertising value in exact proportion to the ex- 
tent to which it is known and recognized by the public at large. 

A well-chcsen trade-mark has quite as much advertising value for a 
bank as it has for any other business. A mark of this sort, consisting 



FIRST 

tmmm 

BANK 









WIIW1AN AAffJ, 



/ZONAL B*2 




of an eagle with outspread wings, bearing the name of the bank on its 
wings and the words, "A Bank of Strength and Character" in its 
talons, was adopted several years ago by a bank in the Middle West. It 
has, the officers believe, increased the pull of the bank's advertising at 
least fifty per cent. The eagle is used on letterheads, deposit tickets, 
178 



216 BANK EMBLEMS OR TRADE-MARKS 



179 





A 



DUBUQUE. 







LACLEDE 

FOUNDER OF 
ST.i-OUlS. 




180 



BANK ADVERTISING PLANS 




checks and every piece of advertising issued. The constant display of 
the trade-mark has made it so familiar that when people see it, attention 
is attracted and the advertising which it marks is almost sure to be read. 
In this chapter we present a large number of bank emblems, most ot 
them good and worthy of the study and emulation of any bank, new or 
old, which is considering the advisability of adopting a trade-mark em- 
blem. In many cases local or national history, geographical, personal or 
other special features have been used as the basis of the idea incorpo- 
rated in the emblem. 




216 BANK EMBLEMS OR TRADE-MARKS 



181 




INEQUITABLE 
TRUST COMPANY 

OF NEW YORK 



C ESTABLISHED 



<iar&3P> 




OF 



'-- _ .,.„ 



182 



BANK ADVERTISING PLANS 





WACHOVIA BAXK & TBUST COMPAXY, WIXSTCW -SALEM, ST. C. 








/ M< \ 




**r6l* 



837 |Sn» 1911 



AG. EDWARDS 
51 30N3 



216 BANK EMBLEMS OR TRADE-MARKS 



183 




CORN EXCHANGE BANK. PHILADELPHIA 




American. 



>. National V- 
'm BANK <0 

/> OF ^i 




EMBLEM OF THE EQUITABLE TRUST 
COMPANY, NEW YORK 



EMBLEM OF THE PAUL REVERE 
TRUST COMPANY, BOSTON 



The American National Bank of Indianapolis, whose emblem is shown 
ahove, has correspondence paper made especially for it with a watermark 
showing the bank's building. The Women's Department of this institu- 
tion has special note paper for the convenience of its patrons. 



181 



BANK ADVERTISING PLANS 



JACKflONVIUE- 

FL0RIDA 



nis# 



A |lsi& : 



wfif 






IOWA -j 

nOTo^albank; 

TWENP&RT f 



216 BAXK EMBLEMS OR TRADE-MARKS 




186 



BANK ADVERTISING PLANS 





■.■•■■■■■; 






0^ y 





FIRST NATIONAL BANK 
MONTGOMERY, ALA. 




THE 

BRIGHT 

NATIONAL 

BANK 



FLORA, INDIANA 



THE 



CHATHAM 

pHENOf 



W@8®F^& 




The Bank of North America 

(■NATIONAL B-4.NKJ) 



Philadelphi 



"HAt 



COMMERCIAL. 



Crown Point, Indiana. 




MTIOH^ 1 

Bank 

New York 




y\ & DOLLARS 








/f 


«««nii(li.>ili«>o 


aeo 




210 


i 














mllo 


I .rf*333S&V. 


a. >«o 


1- ^^g*^T^^feki 


<:So 


= KpS^te^r-^rfsK 






! lyiS^ 


C 7 ° 


5 ^SsggggBBgJ^ 


60 




40 


22 


SO 












5 





21 



CAXADIAX BANK EMBLEMS 

1. La Banque Provincial. 2. The Quebec Bank. 3. Banque d'Hochelaga. 4. The Mer- 
chants Bank of Canada. 5. Bank of Ottawa. 6. Eastern Townships Bank. 7. Bank of 
Montreal. S. The Canadian Bank of Commerce. f». The Royal Bank of Canada. 10. The 
Molson's Bank. 11. National Trust Company, Ltd. 12 The Bank of British North Amer- 
ica. 13. The Montreal City and District Savings Bank. 14. Union Bank of Canada. 
15. The Standard Bank of Canada. 16. The Sovereign Bank of Canada. 17. The Sterling 
Bank of Canada. IS. The Imperial Bank of Canada. 19. The Bank of Toronto. 20. Union 
Bank of Canada. 21. Home Bank of Canada (check). 22. Home Bank of Canada. 
23. Bank of Hamilton. 24. The Bank of Nova Scotia. 25. La Banque Nationale. 
13 187 



18S 



BANK ADVERTISING PLANS 




NATIONAL 




f£t L *A 

COUNTY 
STATE 



1 mpf 






*M» ro"o wsv*^ 



&BANK 0F % £. 



^ 




S ^SS^ 



FIR5TI 
^ . I /A 





stock ; 

YARDS I 
BANK 




216 BAN^K EMBLEMS OR TRADE-MARKS 



189 




Following is the explanation of the emblem by the Appomattox Trust 
Company of Petersburg, Va., illustrated herewith: 

To the world at large, the word Appomattox suggests only the defeat of the 
Army of Northern Virginia. Very well, accept that and its symbol is a broken 
sword; but it is not thrown down and abandoned, nor lowered on account of 




intimidation. It is held "at guard"' and while in this position is broken by an 
irresistible force, broken but crowned with a wreath of immortality and is with- 
out stain. 

To amplify the Crest we look to the shield and see that the contending parties 
are the United States and the Confederate States, and the Confederate Battle 
Flag is beginning to be furled. Between the two flags is che bugle suggested by 
the line from Bayard Taylor. "The bugle sang truce" and for fear we might 
not instantly catch the import intended, we have below the Bugle Call, "Cease 
Firing." 



190 



BANK ADVERTISING PLANS 









The idea for the Akron emblem suggested itself during the excavating 
for the building now occupied by this bank. The cellar was blasted from 
solid rock which took several months and excited considerable curiosity as 
well as newspaper comment so the slogan, "Solid as the rock on which it 
is built" is very apropos. 



216 BANK EMBLEMS OR TRADE-MARKS 



191 







CHIXESE EMBLEM USED BY THE AMERICAN SECURITY 
AXD TRUST COMPANY. WASHIXGTOy. D. C. 



i ~r ^ ^^^ 





192 



BANK ADVERTISING PLANS 




FOUNDED 
1803 



THE MERCHANTS NATIONAL 
BANK, NEW YORK 



In regard to this symbol Mr. C. A. Aspinwall, advertising manager, 
says : 

The emblem is a Chinese symbol signifying longevity, and one of the symbols 
particularly used by the Empress Dowager. It is hardly an emblem of our 
Company, such as many of those that have been published, but has been used in 
our advertising more or less because it seemed to me its strong black lines and 
curious shape would serve excellently to draw attention, and because it bore a 
significance peculiary appropriate to a trust company. 









216 BANK EMBLEMS OR TRADE-MARKS 



FIRST 



193 




MlZ 




FIRST NATIONAL 

BANK 

TOMBSTONE, 

« A R. I Z. O N A. 



A dog's head is rather an unusual emblem for a hank. "Prince." re- 
produced above, stands for the Farmers Deposit Savings Bank of Pitts- 
burgh. The original "Prince" was the property of Mr. T. H. Given, 
president of the bank. 





Rank of Pittsburgh 

L/National JLAsS>so elation w 

IRedmond &dto. 



191 



BANK ADVERTISING PLANS 




HAMILTON S PORTRAIT AS USED BY THE BANK OF NEW 
YORK, NATIONAL BANKING ASSOCIATION, ORGAN- 
IZED BY HAMILTON TN 1 784 





HAMILTON AS USED BY THE FIRST 
NATIONAL BANK, HAMILTON, O. 



COMMERCIAL NATIONAL BANK, 
RALEIGH, N. C. 



216 BANK EMBLEMS OR TRADE-MARKS 



195 




FULTON TRUST COMPANY. 
NEW YORK 



MERCHANTS NATJONAL RANK 
RICHMOND, VA. 



The Citizens National Bank of Raleigh, N. C, explains its swastika 
emblem in this way: 

Many inquiries are made as to the significance of this unique emblem which 
appears in gold on our window and on our varied stationery. The swastika is 




probably the oldest known religious symbol. It signifies happiness, pleasure 
and good luck. It was used as a charm on the monuments of the most ancient 
Aryan and Indian races. In the middle ages it was employed to avert the "evil 
eye." 

There is a pretty story that tells how if a bride, initiated into the mysteries 



196 



BANK ADVERTISING PLANS 



of the ancient faith, drops her betrothal ring, which must be fashioned of an 
Egyptian scarab, into a glass of the precious wine called sarna, sacred to the 
sultans of Egypt and their favorite wives, the ring will be transformed into a 
golden swastika and the best of good fortune will attend upon the bride, or upon 
anyOne to whom she gives the precious emblem. 

When seen in the triangle it means the Citizens National Bank of Raleigh, 
N. C, and its best wishes for your good luck. 



W 



THE FIRST NATIONAL BANK OF PHILADELPHIA, 
THE FIRST NATIONAL BANK IN THE COUNTRY 






GUARANTY STATE BANK & 
TRUST CO., DALLAS, TEX. 






216 BANK EMBLEMS OR TRADE-MARKS 



197 



'MfiSL~- 



Merchant 
Loan 



-T Trust 
Company 








DEC 19 1313 

198 BANK ADVERTISING PLANS 

Advertising Manager Frank B. Finch of the Commerce Trust Com- 
pany of Kansas City, Mo., gave this information concerning a lighthouse 
emblem which it adopted : 

The Commerce Trust Company of Kansas City, Mo., opened for business 
October 1, 1906, since which time we had been using our monogram,- "C. T. Co.," 
but had not adopted an emblem. 

However, realizing the value of an emblem to this institution, we announced 
our "Emblem Contest" through the local papers, offering the following cash 
prizes : 

FIRST PRIZE $25.00 

SECOND PRIZE 10.00 

THIRD PRIZE 5.00 

The Contest continued from September 14th to October 19th, 1908. The 
decisions were made by three judges, viz., W. T. Kemper, Vice-President of the 
Commerce Trust Company, Russell Greiner, and the writer. 

Upon the decisions of the judges, checks were mailed to the successful 
contestants. And, as a result of the general publicity Ave obtained from the 
contest, we consider the $10.00 well spent. 

Much interest was manifested from the beginning, and many designs were 
submitted from various parts of the United States, by young and old. 

It was a noticeable fact that Very few persons have a correct conception of 
the requirements of a trademark to be used by a financial institution. That is, 
its commercial value, as well as the dignity it should maintain for the bank, is 
not given the necessary attention. Too many consider their design from the 
standpoint of the artistic and the beautiful, rather than with the idea of com- 
mercialism, in exploiting its institution. 

We believe that, in the selection of the "Eight House,*' we have an emblem, 
so suggestive of safety, carefulness, etc., that it would be impossible to excel it 
among the designs received. Therefore, as an adjunct to the Publicity Depart- 
ment of the Commerce Trust Company, it will be one of the best advertising- 
features that anv emblem could make for us. 



Mr, C. B. Hazlewood, an officer of the Union Trust Company, 
Chicago, says: 

The value of a trade-mark cannot be too strongly emphasized. This is es- 
pecially true when a bank is located in a large city where the general public is 
not likely to know one bank from another except if there is something distinctive 
about the bank that will stick in their minds. We have used a trade-mark for 
about two years and we believe that we have capitalized it through advertising 
so that it is now worth real money to us. We put it on every piece of printing 
and advertising we get out. I believe that its value to us can be proven by re- 
lating this incident. 

A little while ago I asked one of our old customers, who is well known in 
the advertising business, how long he had seen our trade-mark. "Well," he said, 
"you have not been using it as long as most people would naturally think you 
have. I should say you have not been using it more than six years." "Yes," 1 
said, "not more than two." 



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2000 POINTS FOR FINANCIAL ADVERTISING 

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SAVINGS BANK AND ITS PRACTICAL WORK 

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BANKING AND COMMERCIAL LAW. 

The latest decisions of State and Federal courts; replies to law and bank- 
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Articles on all departments of bank work, contributed by active bank 
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OFFICERS OF BANKS, TRUST COMPANIES or REAL ESTATE or IN VESTMENT 
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200 






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021 048 456 5 



